Marketing

Articles from September 9

Adwatch 09.09.09: Nestle Oats & More
The brand has dropped the 'You won't like it' endline from its ads, but is it for the better?. I didn't have time for a proper breakfast this morning, so apologies if I come across as a little cranky. But you know the feeling. You spend months talking...
Alan Mitchell: Reinventing Marketing - Now We Can Take a Rational Approach to the Irrational
Recent discoveries in behavioural, social and evolutionary psychology are helping us to identify people's 'predictable irrationalities', and this could revolutionise marketing, writes Alan Mitchell. In a recent psychological experiment, two groups...
Andrew Walmsley on Digital: Do Believe the Hype
Brands need to look beyond their initial disappointment with social media to reap the real rewards. In The Pilgrim's Progress, the central protagonist finds himself mired down in the Slough of Despond - burdened by the weight of the knowledge of...
BA Seizes on Opportunity
The airline is urging people to travel the globe again, but is its timing right, asks Alex Brownsell. British Airways' most recent TV campaign implores consumers and businesses to give up their recession-inspired thriftiness and make the most of...
Brand Manager of the Week: Razin Ali, Brand Manager, Sunmagic
- Describe yourself in three words. Determined, enthusiastic tenacious. - How would you define marketing? The commercial processes involved in promoting, selling and distributing a product or service. - What would you be if you weren't...
Christmas Comes Early for Recession-Hit Public
Brands are looking to kick-start festive sales sooner than usual. With worries about the recession at the forefront of British consumers' minds, some retailers and brands are already kicking off their Christmas activity. The aim is not only to steal...
Editor's Comment: Responsible Recovery Plans
This week started in a brisk fashion with a breakfast meeting to discuss responsible marketing. Jointly hosted by Business in the Community and The Marketing Society, and attended by marketing directors and consultants to some of our best-known brands,...
Football Association's Commercial Chief Quits
Jonathan Hill, group commercial director of The Football Association (FA), is to leave after seven years, having completed an overhaul of the sport's governing body's sponsorship strategy. Hill, who joined in 2003 from his role as commercial director...
FSA Eyes Right Ingredients
The FSA's drive to cut salt levels is laudable, but it must avoid alienating brands. The Food Standards Agency (FSA) has once again incurred industry wrath, this time over its intention to run a salt-awareness ad campaign that singles out certain...
Helpline
We take the hassle out of finding the right product or service - you ask the question, we'll provide the answer. HIT THE TARGET Q: We're not sure whether our advertising is getting across to our target consumer. Who can we trust to provide some...
ITV1 Looks to Plus Points
Would an ITV+1 channel be able to attract strong audience figures and ad rates, asks Sarah Johnson. ITV's plan to introduce a timeshift version of its flagship ITV1 channel as early as next month suggests the broadcaster is quietly confident that...
Marketing Mole: We'll Call You - Morrisons
Our culinary skills have been likened to poetry in motion, so Morrisons' introduction of recipes in rhyming form seemed an apt thing for us to try out. Morrisons Good afternoon, Morrisons customer service, You're speaking to (name). Mktg Hi there....
Marketing Mole: Who Does Google Think You Are? - Amanda Mackenzie, Chief Marketing Officer, Aviva
- The first result is a Marketing article about Mackenzie's exit from British Gas for Aviva. - The second link is to the Facebook profile of a Canadian Amanda Mackenzie. - The third result pushes to LinkedIn's directory of people named Amanda...
Market Research Leagues
The industry appears resilient, but a deeper look shows that research companies face some unexpected challenges, and must adapt or fail. At first glance, this year's market research league table indicates that the industry is living up to the received...
Mark Kleinman on Marketing and the City: To the Letter
Sir Martin Sorrell has added an alphabetical line to his economic forecasts, but what of WPP's future? Sir Martin Sorrell has had enough of the bathroom. After years of comparing the shape of the global economy to various domestic washing facilities,...
Mark Ritson on Branding: Google's Soul-Searching
The search engine is ubiquitous in the West, but its predicament in China raises brand questions. The unexpected resignation of Kai-Fu Lee, the head of Google China, has re-ignited the debate about Google's role in its most promising and contentious...
No-Frills Fail to Gain Ground
The recession has hit low-cost airlines, with passenger numbers flattening as consumers look to cut back on holidays abroad. When budget airlines such as easyJet and Ryanair first hit the UK market, travellers couldn't believe their luck. Suddenly...
Opinion: The Marketing Society Forum - Has Traditional Campaign Marketing Become Secondary to CSR?
The promotion of PepsiCo's Salman Amin, lauded for his strong focus on carbon-reduction and anti-obesity activity, has led some to argue that the campaign-led approach has been superseded. NO - JENELLE TILLING, VICE-PRESIDENT OF MARKETING, KFC ...
Profile: Searching out a Clear Strategy
Dan Cobley, Google's senior director of marketing for North and Central Europe, is keen to strike the right balance. Interview by Fiona Ramsay. It may be an effect of working for the world's most popular search engine, but Dan Cobley seems relaxed...
Scotland
The al-Megrahi release row is yet another knock to the country's reputation, writes Alex Brownsell. After a decade of devolved power, the Scottish have discovered that taking a place at the top table of international affairs can be tough. Scottish...
The Week in Marketing
- BA in 'opportunity' ad. British Airways has launched its biggest ad campaign for two years in a bid to revive flagging passenger numbers. A leisure-travel push will include nine documentary-style TV ads based on the concept of 'opportunity', highlighting...
What It's Really like Inside: Heinz
- What are the perks of the job? You never go hungry - there are beans, soup, ready meals and desserts aplenty. Plus the opportunity to work for one of the world's most trusted brands. - Heinz is planning a multimillion-pound campaign for later...

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