Marketing

Articles from April 4

2012: Beyond the Main Event
Between the Olympics, Euro 2012 and the Diamond Jubilee, this is a year of major celebrations. However, many brands might be wise to look past the big events for opportunities. The UK will host two of its biggest events in decades over the coming...
Ads amid Austerity
As the government body closes, the new public ad structures are under scrutiny. It has been a long goodbye, but last week the COI shut its doors for good. Its demise is well-documented; once the coalition government was installed, adspend - which...
Adwatch
Marketing's unique weekly analysis of advertisement recall in association with tns. The Guardian Newspaper's clever satirical ad uses story of the Three Little Pigs to make its point I've read many fairy tales to my kids over the years. Favourites...
And Finally: We'll Call You - Virgin Media
Mole was excited by an offer of free access to premium Spotify for Virgin broadband users. Alas, this turned to bewilderment when we tried to take advantage of it. Virgin (After navigating a maze of options Mktg finally gets hold of a human.) Hi,...
Brand Barometer
Children's charities come under scrutiny in the 'Consumer voice index' and 'Viral hit or miss' this week. Social media is a godsend for marketers in this sector, who must raise awareness and increase donations without it being construed as a waste...
Brand Manager of the Week: Cristina Astorri, Marketing Manager, LivingSocial
Describe yourself in three words. Energetic, passionate, enthusiastic. What attracted you to your current job? The entrepreneurial nature of the business and the fantastic energy at LivingSocial. What was your first job? I started out...
Crisps and Salty Snacks
The lingering effects of the recession have left UK consumers eager to spend on affordable snack treats, but made them more likely to want to buy them only on special offer, writes Jane Bainbridge. MAIN PLAYERS Sebastian Micozzi, Head of marketing,...
Dr Martens
Despite adding many variants to its range, this brand has maintained comfort and durability in its core design. The legendary Dr Martens boot has been loyally adopted by successive generations and youth trends. From skinheads, punk, grunge, and...
Friends Reunited
The trailblazing social network is relaunching with a focus on nostalgia, writes Sarah Shearman. Friends Reunited was the original social network. Launched in July 2000 by couple Steve and Julie Pankhurst, the UK site was credited with fuelling...
How to Market the Queen
The marketers seeking brand sponsors and partners for events to market the Queen's Diamond Jubilee face a tricky balancing act, write Rachel Barnes and Matt Chapman. There are tough clients and there are tough clients; then there's the Queen. The...
Marketing Promotion: The Thinkboxes Awards for TV Ad Creativity - Pure TV Brilliance from the Guardian
Winner for January/February 2012 The winner of the January/February Thinkboxes is The Guardian with 'The three little pigs', its first major brand campaign for more than 20 years. The aim was to demonstrate The Guardian's approach to journalism...
M&S Ads to Play on Games and Jubilee
Minogue among celebrities returning for campaign referring to big 2012 events. Marks & Spencer is to unveil its summer campaign this week, using celebrities to subtly associate the brand with the biggest events of 2012, including the Queen's...
Opinion
David Cameron's plan to curb binge drinking runs contrary to many of the ideas of behavioural 'hedonic consumption' theory. The Prime Minister is a known devotee of behavioural economics theory, especially the ideas propounded by Professor Richard...
Opinion: The Marketing Society Forum - Should Advertisers Have a Role in the Policing of Newspapers and Blogs?
MPs have proposed that brands use their adspend to help enforce regulation of newspapers. NO - JANE ASSCHER, MANAGING PARTNER AND CHAIRMAN, 23RED Advertisers already have a de facto, but unofficial, policing role Brands' withdrawal from the News...
Profile Builder: Who Google Thinks You Are ... Craig Inglis, Director, Marketing, John Lewis
- The first two links are to Inglis' LinkedIn page. - The third is to a profile piece in Marketing Week. - The next is to a story in Media Week about Inglis speaking at Media360. Verdict - This is a strong profile, although two results for...
Shift
Reports of US companies asking potential employees for their Facebook passwords underlines the need for consumers to control their own social sphere, writes Nicola Clark. As inappropriate interview questions go, 'Can we have your Facebook password?'...
Taming the Data Deluge
Marketers and consumers struggle with the volume of data the world now generates. David Benady asks how the two sides can jointly control the tide, including the advent of brand 'data stores'. Data is inundating the economy, overwhelming consumers...
Tech
Agile is an approach to software development that puts feedback and collaboration at the heart of the process. Graham Oakes outlines how it can benefit your brand. Software development - we've all been there. We set up the project. Someone writes...
The Marketing Interview: Martin Moll
Honda's UK marketing manager has come through a tsunami-affected year and is focused on boosting the marque's lacklustre sales, writes Alex Brownsell It is impossible to ignore the globalised economy when continent-crossing planes scream overhead...
This Week
Marketing's comprehensive digest of the most significant industry news from the past seven days. - Facebook conference hits UK Facebook brought its marketer charm offensive to the UK last week, hosting the London arm of its Facebook Marketing...
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