Marketing

Articles from May 15

ADWATCH: I Can't Believe It's Not Butter Uses Element of Surprise
In TV ads supporting its relaunch, the dairy spread revels in the sheer joy it offers. Unilever Bestfoods has invested pounds 5m in a relaunch campaign for its dairy spread brand I Can't Believe It's Not Butter and the TV work has entered this week's...
ANALYSIS: Search Begins for Top Marketing Employer
How does your company measure up? Enter online now at www.marketingemployeroftheyear.com What does it take to be the UK's top marketing employer? Which are the best companies to work for in 2003 and beyond? The hunt for the Marketing Employer...
ANALYSIS: VW's Brand Statement on Wheels
Volkswagen has raised eyebrows with its luxury car, but Ben Bold discovers it could be for the benefit of its mass-market models. Since its birth in Germany in the 30s, Volkswagen's mission has been to sell reliable cars to the general public. With...
BRAND HEALTH CHECK: Xbox - Can Xbox Prevail over Power of PlayStation?
The marketing might of Microsoft has not yet been enough to help Xbox challenge Sony's PlayStation 2 for leadership in the console market, says Ravi Chandiramani. It may be only 15 months old, but the Xbox brand is already approaching its first...
CAREERS: Company CV - Carlsberg-Tetley
Carlsberg-Tetley is a wholly owned subsidiary of Carlsberg Breweries A/S of Copenhagen, and is the fourth-biggest brewer in the UK. Carlsberg Breweries sells its products in more than 150 markets worldwide. Carlsberg-Tetley is one of about 100...
Celador Hands MD Role to Millionaire Marketer
Celador International has promoted commercial and marketing director Adrian Woolfe to managing director, replacing Ellis Watson, who is leaving to join Trinity Mirror as general manager. Woolfe, who takes up the position on May 23, joined Celador...
Figureheads and Finalists from the Marketing Society
The Marketing Society, already a close working partner with Marketing, features particularly strongly in the magazine this week. Coming hot on the heels of the appointment of Hugh Burkitt as its first-ever full-time chief executive last week, The Marketing...
Friends Reunited Gives Key Role to FT Marketer
Friends Reunited has wooed Financial Times marketing boss Tim Ward to be its first marketing director, with a management buy-in that gives him a stake in the business. The appointment sees Ward himself reunited with the successful dotcom's chief...
INNOVATION MASTERMINDS: How Do FMCG Giants Organise Their New Product Development? Claire Murphy Explores Different Models
Encouraging marketers to come up with innovative products has become something of an obsession among British businesses in the past decade. From softly-lit rooms full of white boards and beanbags to specially constructed brainstorming sessions chaired...
Krispy Kreme Plans UK Doughnut Stores Debut
Krispy Kreme Doughnuts, the US doughnut and coffee chain that has 279 outlets in the US, Canada and Australia, is coming to the UK and Ireland and plans to open ten stores by the end of 2005. The company has begun recruiting staff for the UK operation,...
MEDIA: Why Global Firms Need Local Media
Brands must inform international work with regional knowledge. Pepsi executives were baffled when their 'Come alive with the Pepsi generation' campaign was scorned in Taiwan - until they were told it translated locally as 'Pepsi will bring your...
OPINION: Government Arrogance Has Put Communications Bill in Danger
It is truly amazing to think that after years of effort and millions of man hours the government could actually lose the Communications Bill entirely. There is real concern in the government that a combination of a shortage of Parliamentary time...
OPINION: Jerry Springer's Stage Success Proves the Benefits of Research
Jerry Springer: The Opera has just opened at The National Theatre in London. Every critic who has seen it has raved about it and this most unlikely of operas is about to become a worldwide smash. Its success is surprising for two reasons. First,...
OPINION: Marketers Must Never Lose Touch with Customers
Last week Unilever admitted that its misreading of the market for dieting products caused it to fail to meet its quarterly profit forecast. It had realised too late that rather than choose its Slim-Fast meal replacement products, dieters were turning...
OPINION: Marketing Society - Rebranding Has to Attain Buy-In from Entire Firm
Last year will undoubtedly be consigned to the history books as the year in which rebranding programmes peaked. Corporations from all sectors embarked on the holy grail of repositioning in 2002. Yet very few emerged unscathed. They were falling...
POSTERWATCH: Yorkie Extends 'Sexist' Lads-Only Campaign
Yorkie is supporting its 'Not for Girls' positioning with activity aimed at women as well as men. Nestle Rowntree's edict that its Yorkie chocolate bar is 'Not for Girls' is burrowing ever deeper into the public psyche with its latest billboard...
PROFILE: Theatrical Agitator - James Bidwell, Marketing Director, Selfridges
Shopping at Selfridges is a dangerous occupation these days, and James Bidwell must shoulder much of the blame. Not that he betrays the look of a guilty man as he walks through Selfridges' Oxford Street store, which the company's Body Craze festival...
Royal Mail Slashes Mailsort Charges
Royal Mail is slashing the price of its Mailsort products, saving marketers millions of pounds a year in direct marketing costs. The decision comes as it prepares to appoint an Omnicom agency hub, led by Abbott Mead Vickers BBDO, to oversee an ambitious...
Services Helpline
On the buses Q: I have recently seen promotional buses used as a means of drumming up support for reality TV shows. I have a summer drink that needs some promotional support and this seems like an ideal way of creating brand attention. Do you know...
Sunny D Stakes All on Nutrition Claim
Sunny D, Procter & Gamble's controversial juice drink, is to be fortified with added calcium as it embarks on a marketing blitz that industry sources say is its final chance to reverse declining sales. The drink, rebranded Sunny D earlier this...
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