Marketing

Articles from October 20

A Crisis of Confidence?
As double-dip recession looms, the outlook for brands is unclear By Loulla Mae Eleftheriou-Smith. The UK might be staring down the barrel of a double-dip recession, but the effect on brands and retailers is up for debate. At last week's IGD food...
Adwatch 20.10.10 - Honey Monster Honey Waffles
The character's return to TV is welcome, but where is all the interactive online stuff? Ah, the Honey Monster. Fond memories. A big, old, lumbering, yellow, furry, cuddly monster who went bonkers for Sugar Puffs and smashed things up. Kindred...
A Mature Market
The whisky sector has set its sights on younger drinkers, a demographic it has struggled to engage in the past, writes Jane Bainbridge. Age and whisky have always been bedfellows. On the one hand it's a drink that matures with age, so older varieties...
Analysis: Global Marketing - an International Player
Can Manchester City fulfil its ambitions to become the world's biggest football brand, asks Ed Kemp. Manchester City is a small football club with a mentality to match That, at least, was the damning assessment from Sir Alex Ferguson back in 2009....
Andrew Walmsley on Digital: Microsoft Dials in to Future
The company's launch of Windows Phone 7 is symptomatic of a shift in the battle for the internet. Last month, a funeral was held in Richmond, Virginia that may turn out to have been premature. That's not something you can say about many funerals;...
A Serious Health Problem
How can marketers dispel views that healthcare cover is an unaffordable luxury? Bupa's boardroom reshuffle, completed last week, underlines the need for experienced consumer marketers in the healthcare industry at a time when the sector is facing...
Big Brands Gear Up for 'Keyword' Court Cases
An Interflora victory over M&S could spark a flurry of Google AdWords law suits. A host of big-name brands are preparing to take High Court action against rivals that piggyback Google searches for their websites, according to experts in the...
Brand Manager of the Week: Iain Brooksbank, Senior Brand Manager, KFC
- Describe yourself in three words. Warm, sharp, balanced. - How would you define marketing? Creating stuff that people want, and persuading them to pay for it. - What would you be if you weren't a brand manager? A teacher. - What...
Brand of the Year 2010 Shortlist
As expected, The Marketing Society Brand of the Year 2010 award in association with Marketing and ITV is being hotly contested. The marked achievements of those brands in the running are outlined below. APPLE A relentless focus on innovation...
Digital Leagues
Continuing economic uncertainty and shifting client demands are spurring digital agencies to revisit the 'integrated versus specialist' debate and broaden their offerings. As we all know, consumers' appetite for digital content, products and services...
Editor's Comment: Google's Evolution Is Key
Ever since 1982, when KITT carried out its first wheel-spin on our TV screens as David Hasselhoff's sidekick in Knight Rider, the arrival of driverless cars has been eagerly awaited. Last week, Google's Larry Page and Sergey Brin delivered on Hollywood's...
Heineken
Global sales might be up, but the beer's performance is less frothy in the UK, writes Rachel Barnes. When brewer Heineken reported its interim results in August, the group's eponymous brand was singled out for praise. Chairman Jean-Francois van...
Helen Edwards on Branding: No Clear Line of Insight
Marketers should view with some scepticism the 'insights' presented to them by research agencies. Consider the following phrases: 'When your clothes look good, you feel good'; 'I prefer my kids to eat healthy snacks when they get hungry between...
Marketing Mole: We'll Call You - Rev7
Moles don't like getting chewing gum stuck in their claws so when we heard about the possible UK launch of a non-stick variant, we were keen to find out more. Rev7: Hello. Can I help you? Marketing: Yes. I am trying to find out more about this...
Marketing Mole: Who Does Google Think You Are? Dr Andy Wood, Managing Director, Adnams
- The first link pushes to Wood's profile on the Adnams website. - The second link is to a story on the US Financial Times site about Adnams. - The next link is to an interview with Wood on www.foodchain-magazine.com. - The fourth link is...
O2 Adds More Brands to Location-Based Ad Tool
Diageo and Domino's Pizza are the latest brands to sign up to using O2's mobile marketing tool to run highly targeted, location-based ad campaigns. O2 launched the mobile tool last week, announcing that Starbucks and L'Oreal would be the first two...
Profile: Shifting Up a Gear
John Thomson, marketing director of Toyota GB, has left its mass recall behind and hopes that consumers have too. Interview by Alex Brownsell. Anyone taking a stroll through the leafy outskirts of Epsom, Surrey, is in for a shock. Lurking behind...
Supermarket Chiefs Call for Sustainability Action
Supermarkets must take a lead in the development of sustainable business models for the retail sector, according to key figures in the industry. The calls came at last week's IGD food conference where Sainsbury's chief executive, Justin King, Asda's...
The Marketing Society Forum - Was Gap Right to Drop Its New Logo after Criticism on Social Media Sites?
Only a week after unveiling a revamped logo, clothing retailer Gap announced it would be returning with the original version following widespread derision of the new design on social networks. NO - Jon Ingall, Managing partner, AIS The blue-and-white...
The Week in Marketing
- Nom Dairy's ad debut Yoghurt producer Nom Dairy has launched its first TV ad campaign, which aims to raise awareness of the brand. The six-week push rolled out this week and features people eating the products before uttering the brand's catchphrase...
VW Activity Takes Film Fans Behind the Scenes
Volkswagen is extending its film-themed marketing campaign with a series of partnerships in an attempt to give the brand more credibility among movie fans. The car manufacturer has teamed up with film magazine Little White Lies and movie rental...
What It's Really like Inside: Giraffe
- How does the team come up with fresh marketing ideas? We work with our teams in the restaurants to focus on key areas, then either run with something, or, if it has mileage, discuss with our PR team how to maximise awareness in the long term....
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