Marketing

Articles from November 20

ADWATCH: Andrex Promotes an Easier Way of Thanking Loved Ones
The toilet tissue is backing an on-pack drive offering consumers gifts to send to relations. Andrex's famous puppy has taken a back seat in the brand's latest campaign, which tops this week's Adwatch table with a recall of 71%. The ad, created...
ANALYSIS: Clients Need Creativity with Business Focus
Some joined-up thinking is vital if the consultancy gap is to be filled, argues Leslie Butterfield. Brands are complex, difficult and sometimes frustrating things - that's why they're fun, but also why brand owners often look outside their own organisations...
ANALYSIS: Defence of Kids' Food Ads Begins
As the government inquiry into obesity begins, Mark Kleinman reports on how the marketers facing the hearing have fared so far. When three of the advertising industry's most prominent figures gathered before the House of Commons Health Select Committee's...
BRAND HEALTH CHECK: Holmes Place - How Can Holmes Place Add Value over Rivals?
Once the clear market leader, the health club chain has been badly hit by the growth of high-end rivals during a slump in the fitness industry. How can it recover? Holmes Place was once the shining light of the high-growth upmarket fitness industry....
CAREERS: Company CV - Britvic Soft Drinks
Britvic Soft Drinks is the second-biggest soft drinks manufacturer in the UK, behind Coca-Cola. It has a raft of category-leading brands in the UK, including Robinsons, Tango, Britvic, R Whites and J20. Its major brands (excluding Pepsi and 7-Up) are...
Direct Mail Showcase
With doormats awash with financial services mailers, achieving cut-through is crucial, writes Ken Gofton. LLOYDS TSB PUTS ITS BEST FEET FORWARD Client: Lloyds TSB Agencies: WWAV Rapp Collins, Partners Andrews Aldridge Distribution: August and October...
EDITORIAL: Speed to Market Should Not Be Put before the Brand
In the years following the unification of Germany, Berliners loved to regale tourists with a story some thought neatly summed up the difference between the communist and capitalist regimes. It told of how the revolving cafe on top of the Fernsehturm,...
Food Industry Unites to Push Healthy Lifestyles
Key stakeholders in the debate on food marketing and child obesity have held a closed-doors meeting about the UK's first sustained campaign to promote healthy lifestyles. Marketing has learned that groups including the Incorporated Society of British...
London 2012 Bid to Use Thames-Focused Logo
The course of the River Thames and colours of the world's continents emerged this week as the inspirations behind the logo for London's bid to stage the 2012 Olympic Games. Unveiled on Monday by a team of abseilers descending the face of Tate Modern,...
MARKETING MIX: Doghouse for Ann Summers
'Sex brand gets hard time from dog lovers'. It may sound like the strapline for a dodgy porn film, but in fact last week's headline referred to a spat between sex shop chain Ann Summers and canine welfare charity Dogs Trust. The altercation was...
MARKETING MIX: Pen Portrait - Scott Knox, MCCA
Scott Knox is director of the Marketing Communication Consultants Association (MCCA), which he joined in April 2001. He oversees its awards, communications, graduate recruitment and training. Knox was previously director of education at the Institute...
OPINION: Customer Trust Is as Important as Their Details
One of the big stories of last week was the proposed introduction of identity cards based on fingerprint or iris scanning. Meanwhile, Marks & Spencer is just finishing a month-long trial of the controversial radio frequency identity tracking...
OPINION: House of Windsor Must Rekindle Audacity of George V to Survive
It's a little known fact that Buckingham Palace was the site for the single most important strategic branding decision of the 20th century. After last week's events at the palace, many marketers may be surprised to learn that the strategy was executed...
OPINION: It Didn't Take Long for Hollinger Row to Break Medialand Peace
After the traumas of the past few months, we are heading for a period of tranquillity just in time for the Christmas party season - aren't we? There are a few details yet to be agreed. The headhunters are still trying to find a non-executive chairman...
OPINION: Marketing Society - Flyposting Is an Illegal Affront to Our Profession
It's cheap, immediate, gives the feeling that the client is into youth culture and, some argue, makes town centres look lively, giving them that feel of edgy urban anarchy. So instead of booking advertising space months in advance and at great cost,...
PROFILE: Pole Position - David Lewis, Commercial Director, RAC
David Lewis is a self-confessed petrol head. He's obsessed with motoring - be it cars, motorsport or his visible enthusiasm for his latest role at the RAC. His enthusiasm will be valuable because the RAC means business. For a long time it has tailed...
Services Helpline
On target Q: We are a national organisation that would like to increase its membership. We need to target people better, but we need to know who, where and when. Is there a company that has lists of the upcoming year's coming events and can identify...
SPEED BRANDING: Brands Need Faster, Smarter Marketing to Keep Up with an Accelerated Business World
When the Marketing Society kicks off its annual conference today, delegates will be debating how they can keep pace with the constantly changing business landscape. It may sound gimmicky, but accelerated marketing is a hot issue. Shareholders demanding...
Tourism Work Heralds South Africa Overhaul
South Africa is to embark on a major tourism campaign early next year as part of an attempt to overhaul its global image, in a project that has the backing of Unilever. South African Tourism (SAT) chief operating officer Moeketsi Mosola told the...
TRAINING: How to Make It to the Board
There is no set path to the board, but plugging skill gaps and sheer hard work help, says Jane Simms. Marketing directors can often be found crying into their Chablis about not being taken seriously enough, earning less than the finance director...
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