Marketing

Articles from February 2

Absolut Variant Launch Starts Innovation Wave
Pernod Ricard is launching a coffee-and-almond variant of its vodka brand Absolut, as part of a wider innovation drive across the company. Unveiled last week in Paris, Absolut Watkins has been devised in partnership with Swedish illustrator and...
Adwatch 02.02.11: Jackpotjoy.Com
'Queen Babs' is perfect casting in bingo website's Christmas message to British women. She was the Queen of Carry On, then Queen of the Old Vic - the EastEnders' pub not the theatre - and now she's been crowned the nation's Queen of Bingo. 'Er...
Andrew Walmsley on Digital: The New Agency Model
Trading methods developed for the web are being adapted to offline media ahead of London 2012. There was a time when selecting a media agency was easy. A beauty parade would be held, exciting ideas (which nobody expected to run) would be presented,...
ASA's Online Remit
Brands' online marketing content is to face scrutiny. How some brands choose to communicate on their websites and through social media has long been viewed as the Achilles heel of marketing regulation. The subject was thrown into sharp relief...
Brand in the News: Volvo
- Why is Volvo in the news? The Swedish car manufacturer has launched a spoof print, outdoor and online ad campaign perpetrating a rumour that Volvo DRIVe badges, exempting drivers from the London Congestion Charge, are for sale on the black market....
Brand Manager of the Week: Rob Westworth, Co-Founder, WKH (Events Company)
- Describe yourself in three words. Enthusiastic, motivated, confident. - How would you define marketing? The strategised communication between a brand and its consumer. - What would you be if you weren't a brand manager? I'd like to...
CMO Strategy: Keith Weed, Unilever - 'Measuring Social Media Is a Big Issue for Us'
Keith Weed, the man in charge of the world's second-biggest adspend as chief marketing officer at Unilever, talks to Atifa Silk about engaging content and the growing importance of the mobile platform. When Keith Weed became the first marketer appointed...
Do We Really Care about Sustainability?
Brands are aiming to bolster consumer interest in 'going green' by focusing on packaging innovations that bring clear benefits to shoppers, says Mary Cowlett. While every brand owner claims to understand the importance of sustainable packaging,...
Editor's Comment: Unilever Learns P&G Viral Lesson
When the chief marketing officer at Unilever (the world's second-biggest advertiser) speaks, we are obliged to listen. Keith Weed doesn't disappoint in our inaugural CMO Strategy interview (see page 28), as he makes a startling admission. I'm not...
Facebook Signs Mazda to High-Value Deals Trial
Car-maker is first to test location-based scheme for big-ticket transactions. Mazda has tied up with Facebook to find out whether location-based marketing can help sell high-value items. The car manufacturer is one of the first tranche of brands...
Helen Edwards on Branding: Work toward an 'Ideal Self'
Brands must stop focusing on who their customers are and instead identify what they would like to be. There are two problems with the term 'target audience': the word 'target' and the word 'audience'. Thinking of people as targets is hardly conducive...
London 2012 Sponsors Ready Rival Promotions
Partner brands square up for campaigns on the back of Olympic ticket sales. London 2012 sponsors are preparing for the start of an Olympic marketing battle, following the announcement of the date when brands can launch ticket communications. ...
Lynx Tones Down Ads in 'Angels' Drive for Excite
Unilever is to tone down the 'in your face' style of its 'Lynx effect' marketing in a global TV campaign for its latest brand variant, Lynx Excite. Created by BBH London, the campaign breaks today (Wednesday), and introduces the tagline 'Even angels...
Marketing Mole: We'll Call You - Sky
Moles are in favour of equality in the workplace, so reports of sexism by Sky Sports presenters left us with second thoughts about our planned subscription. Sky Good afternoon, Sky. Mktg I want to talk to someone about Andy Gray and Richard Keys....
Marketing Mole: Who Does Google Think You Are? - Vladimir Malugin, EMEA Marketing Director, HTC
- The first link is to Malugin's LinkedIn profile. - The next reference links to his profile on 123people.co.uk. - The third is to an article on his appointment. - The final link is to a profile of Malugin in Marketing. Verdict: This is...
Marketing Promotion: Brand Action Group - an Alternative Approach
The post-digital, consumer-empowered age has made managing brands even more challenging. So MBA and Creative Leap decided to join forces to create the agency mini-group of the future. - What is this decade all about? Let's put aside for a moment...
Marketing Promotion: Marketing Society Awards
As the 11 February deadline for entries to The Marketing Society Awards for Excellence 2011 approaches, we look at why you should be part of the annual event, which this year promises to be better than ever. If you want to prove you are up there...
Marketing Promotion: The Thinkboxes Winner for November/December 2010 - Pure TV Brilliance from Skoda
Skoda wanted to introduce its new Fabia vRS model to the British public through a campaign that promoted the marque as 'All the fun of the Fabia - just a little bit meaner'. In sharp contrast to its 2007 'Cake' ad, in which the Fabia was 'Made of...
Not Just for Veggies
With most adults eating meat-free food at least occasionally, there is a growing market for the producers of vegetarian alternatives, writes Jane Bainbridge. The advent of Meat-Free Monday has got vegetarian luminaries promoting the health and environmental...
O2 to Run Pounds 70m Brand Push with 'Value' Focus
O2 is to launch a fresh pounds 70m advertising strategy across all products and services, featuring a Narnia-inspired fantasy world. The campaign, which will include pounds 40m-worth of above-the-line activity, will retain its 'bubbles' logo, but...
Opinion: The Marketing Society Forum - Are Customer Reviews for Hotels More Important Than a Star Rating?
Government plans to withdraw backing of the star-ratings scheme for hotels place establishments' reputations firmly in the hands of consumer-led reviews, a change that may hit smaller brands hard. NO - ANDREW MCGUINNESS, PARTNER, BEATTIE MCGUINNESS...
Profile: It's All about the Content
James Tipple, vice-president, marketing, at Yahoo! EMEA, is happy to embrace the brand's challenger status. Interview by Sarah Shearman. Yahoo!'s chief marketer, James Tipple, looks to have made a thoroughly on-brand choice of garment on the day...
Rice Krispies
Kellogg's breakfast-table stalwart lost more sales last year than any of its big rivals. Not many products have changed as little in the past 50 years as Rice Krispies. Even the 'Snap, crackle and pop' strapline has been around since 1932. 'If...
The Demise of the Brand Web Site?
Today's consumers are most likely to interact with brands via social networks, writes Stuart Derrick. Bacardi's decision to move away from campaign websites to focus its digital strategy on social networks (Marketing, 26 January) may seem bold....
The Week in Marketing
- Silver Spoon's Truvia Silver Spoon is to launch a calorie-free sweetener, Truvia, in an effort to steal market share from established brands such as Canderel. Silver Spoon, owned by Associated British Foods, has sealed a partnership with US food...
What It's Really like Inside: RH Amar
- How does the team come up with fresh marketing ideas? Everyone brings a fresh perspective to the table. - Describe the marketing team in three words. Committed, passionate, skilful. - What is the main marketing challenge you face? ...

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.