Marketing

Articles from July 2

Adwatch: Fox's Biscuits - 'Good Stuff'
Is it a panda, is it a dog? Neither, according to those who know. It's a Danda: so named because, apparently, the client didn't want a panda. And that sums up my feelings about this ad - I worry it's neither one thing nor the other. The story is...
Andrew Walmsley on Digital: Is Marketing Still Fit for Purpose?
Mass-marketing emerged to deal with distance - to bring products from a marketing department in one city to small towns in Idaho and Italy. Brands were a tool of that process, a 'wrapper' for all the rational and emotional attributes of a product that...
Brand Health Check: Milkybar
Nestle's kids' chocolate brand has been hit by HFSS ad restrictions and childhood obesity fears. Milkybar, a brand inextricably linked to the enduring image of a benevolent, bespectacled boy wearing a cowboy hat, has, perhaps inevitably, been badly...
Broadcasting: Commercial Radio Fights Back
The commercial radio sector is pursuing innovative revenue models as part of efforts to stem the growing local and national dominance of the BBC, writes Alison Donnelly. The latest Rajar figures, for the first quarter of 2008, were worrying for...
Careers: Brand Manager of the Week - Charlotte Broughton, Marketing Manager, Young's Seafood
- Describe yourself in three words. Enthusiastic, passionate, dependable. - What advice would you give someone starting their marketing career today? Be courageous and open your mind. Talk to your consumers whenever possible, and make sure you know...
Careers: What's It Really like Inside - Christian Aid
- Christian Aid is heavily involved in the relief operations in Burma and China. Has the team found this harrowing, or inspiring? A bit of both. Media coverage created the impression that aid wasn't getting through, which made it more difficult...
Editorial: BOGOF Is Fine in Moderation
It has not been a good week for supermarkets. First, Hugh Fearnley-Whittingstall convinced 10% of voters at the Tesco AGM to back his bid to force the retailer to improve its treatment of broiler chickens. Now, as we reveal in our news section,...
Helpline
Joe Thomas takes the hassle out of finding the right product or service - you ask the question, he'll provide the answer. KEEPING IT CLEAN Q: We need to buy clean lists for a new campaign. Having had bad experiences with dirty data we are cautious...
Marketing Mix: We'll Call You - Primark
Mix is perturbed that its favourite suit might be the fruit of child labour. Can the low-cost clothes retailer reassure us? Primark Customer services. Mktg Hi, is this Primark? Primark It is, yes. Mktg Great, sorry, I've just been passed...
Marketing Skills: The Training Drain
Organisations that view training as an expendable and discretionary area of spend will suffer, writes Jane Simms. As many marketers have found to their cost, the marketing budget is often the first thing to be cut when times get tough. The second...
Mark Ritson on Branding: Chickens Came First in Tesco Descent
Terry Leahy is an intelligent man. He must have realised that, just as Sainsbury's lost the leadership of the supermarket category in the 90s, Tesco's unprecedented market share would one day come to an end. It is unlikely, however, that he would have...
Media Analysis: Could Second Helpings Choke TV?
Spin-offs extend the mileage of popular shows, but they may not be a safe bet in the long term. Spin-off shows are nothing new. It is more than 20 years since Channel 4 created TV history with the first 'soap bubble' when it span-off three part...
Multi-Buy Deals Come under Fire
National Consumer Council claims supermarket promotions on HFSS foods have the biggest impact on obesity. Supermarkets have come under attack for contributing to the obesity crisis by running two-for-one offers on unhealthy foods. Anna Fielder,...
News Analysis: Cars Remain the Star
Despite the pressures on automotive marketing its exponents remain upbeat about the challenge. Given recent government announcements that restrict car marketing, such as the Department for Transport's ruling that print and poster ads must include...
News Analysis: Whole Foods Eyes the Everyday
The US retailer, yet to turn a profit at its London store, is adopting a more mainstream strategy. Whole Foods Market, the US grocery chain, arrived in London's affluent Kensington High Street last June to a fanfare of publicity. The 80,000ft2,...
Opinion: The Marketing Society Forum - Does UK Digital Marketing Expertise Lag Behind That in the US?
Britvic's marketing chief, Simon Stewart, has accused the UK marketing industry of trailing the US in the digital arena. Is there a reluctance to embrace the medium among British marketers? DANNY MEADOWS-KLUE, CHIEF EXECUTIVE, DIGITAL STRATEGY CONSULTING...
Profile: Facing the Music - John Mills, Managing Director, Gaymer Cider Company
He may be hitting 50 this autumn, but Gaymer Cider Company's John Mills is still getting down with the kids. Last month, he was hanging out with moshers at the Download festival, while last weekend was spent at Glastonbury. 'They look like they've...
Raymond Snoddy on Media: Glut of Reports Devalues Their Findings
High-quality research reports are like buses - you wait ages for one, then several turn up at once. You can't fault the energy of all the media industry bodies churning out respectable research proving quite categorically that their medium definitely...
Sector Insight: Underwear Retailing - Form and Function Fuel Sales
Women looking to enhance their body shape and a desire for low prices are driving the market. THE BACKGROUND The UK's pounds 3.3bn underwear market is growing at a modest rate, with consumers reluctant to spend heavily in a sector to which many...
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