Marketing

Articles from June 30

Adwatch 30.06.10: Muller
Charming and inventive ad is let down by its recourse to a mandatory pack-shot. When is a cow not a cow? When it's a horse, of course. This simple little gem manages to turn a potentially boring execution into a charming one. In addition, dare...
Andrew Walmsley on Digital: Change at the Top
The companies now most associated with the internet are unlikely to retain their dominant positions. After 15 years of explosive growth, the web's major players are clear Search, dominated by Google, is the winner in the advertising space. The PC...
Apple iPod
Does the double threat of the iPad and iPhone 4 signal the death of the iPod, asks Nicola Clark. If cannibalising sales of your own products is the cardinal sin of marketing, Apple is a prime offender. There is little doubt that the design-led technology...
Brand Manager of the Week: Tracey Hyem, Brand Manager, Continental Tyres
- Describe yourself in three words. Reliable, conscientious, fun-loving. - How would you define marketing? Communicating what your product is, and why the consumer would want to buy it. - What would you be if you weren't a brand manager?...
Design Leagues
Specialist agencies have had to adapt as cash-strapped clients demand work that looks beyond on-shelf standout to the total brand experience. In many ways, design's star is rising. Its strategic relationship with business continues to improve...
Editor's Comment: Brands Make Mark in Cannes
The Cannes Lions Ad Festival is over for another year, and this time more marketers than ever are nursing hangovers and tending sunburn. Traditionally, of course, Cannes has been the preserve of the agency fraternity, with executives from around...
Elle Macpherson Fronts VMTV 'Top Model' Ads
Virgin Media Television (VMTV) has launched its biggest marketing campaign of the year to support the return of Britain's Next Top Model. The latest series of the flagship show, which starts next week on Virgin's Living channel, will be presented...
Foster's Shifts Focus in 'No Worries' TV Drive
Heineken UK-owned lager reverts to traditional positioning with 'Good call' line. Foster's is launching a multimillion-pound push aimed at returning the Heineken UK-owned lager brand to its 'Aussie no worries' roots. Breaking on Saturday, the...
From First Love to Slim-Fast
Matt Burgess, managing director, Incs at Unilever, is working to build a higher profile for his stable of food brands. Interview by John Reynolds. Should David Cameron ever think that presenting President Barack Obama with a jar of Marmite - a...
Helen Edwards on Branding: Innovating for Austerity
To succeed in straitened times, companies should look to countries such as India for inspiration. The trouble with appending the word 'emergency' to last week's budget is that it gives the illusion of brevity. Emergencies are sudden events with...
Insider's View: Sainsbury's
We have been working hard for many years to reduce our environmental impact and improve our ethical practices. However, it can be challenging to make sure that shoppers know about the work we have been doing. We are highly focused on ensuring our environmental...
Opinion: The Marketing Society Forum - Do Marketers Set Aside Enough Time for Networking with Their Peers?
As clients and agencies reflect on events at the International Advertising Festival last week, many of those who attended may be wondering why they had to go to Cannes to see their colleagues. NO - IAN ARMSTRONG, MANAGER, EUROPEAN COMMUNICATIONS,...
Search Marketing Fails to Deliver Full Potential
Brands are failing to exploit search marketing fully, according to research carried out by the IAB and revealed exclusively in Marketing. The 'IAB Search Marketing Barometer 2010' is based on a survey of 140 senior marketers from 91 of the UK's...
Setting a High Ethical Bar
The growth of Fairtrade is the most notable trend within a sector struggling with falling sales and rising cocoa prices. Never mind Fairtrade Fortnight - consumers' increasing ethical consciousness is leading to a Fairtrade future for many chocolate...
Stella to Launch Black Lager for 'Posh' Drinkers
Anheuser-Busch InBev aims to emulate Coke with Stella Artois expansion plans. Anheuser-Busch InBev is to launch an upmarket variant of Stella Artois for 'down-tempo' drinking occasions. Stella Artois Black looks set to be the first in a series...
The Big Sell-In
Marketing directors who cannot manage to communicate their ideas well enough to convince their board stand little or no chance of reaching their ultimate target audience, writes Kim Benjamin. A drum-playing gorilla and a series of coloured balls...
The Power of Perception
Research has provided further insight into what consumers view as 'being green'. UK consumers view retailers as being among the most environmentally friendly brands, according to a global survey of consumer attitudes. The comprehensive research,...
The Week in Marketing
- BBC Potter ruling The BBC Trust has ruled that Radio 1's Harry Potter Day last year breached the editorial guidelines relating to product prominence but did not amount to an endorsement of a commercial product. The BBC governing body carried...
Turned Off
Media industry figures are sceptical about Jeremy Hunt's plans for local television, writes Andy Fry. After six weeks at the Department for Culture, Media and Sport (DCMS), Jeremy Hunt reaffirmed his desire to transform the local media landscape....
What It's Really like Inside: Groupon
- How does the team come up with fresh marketing ideas? We are very lucky to work across a range of social media platforms, so our customers provide us with all the inspiration we need. - What are the perks? The incredible people we come across...
World Cup Winners
Supermarkets are cashing in on stay-at-home consumers' match-time munchies. The guarantee of a good seat and an unobstructed view of the screen are just two of the reasons that consumers have been opting to tune in to World Cup football matches...

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