Marketing

Articles from June 9

Adwatch 09.06.10: Nescafe Gold Blend
Spot tries to evoke the spirit of the 80s 'Gold Blend couple' ads, but doesn't quite pull it off. Some brands are like sharks: they constantly move forward to survive. Think IKEA, Nike or Diesel. Although they have a clear philosophy at their heart,...
Alan Mitchell Reinventing Marketing: Privacy Conundrum Is Not the Sole Preserve of Facebook
Marketers could lead the way in reappraising and changing the way in which their employers handle customer data in order to gain the fullest benefit for all the parties involved, writes Alan Mitchell. For some aficionados, it has become a new sport:...
Andrew Walmsley on Digital: Data Sharing and Caring
From cars to curing disease, the web can create a vital flow of information between makers and users. In the late 90s I was involved in the creation of Audi's first website It was one of the last car companies to launch online, and far from welcoming...
Asda
The supermarket appears somewhat vulnerable after a slide in sales and share, writes Joe Thomas. The UK's second-biggest grocer appears to be in a spot of bother. While its main rivals have maintained their growth, Asda may have lost its way. According...
Beware the Ripple Effect
Marketers must tread carefully when a rival's troubles are affecting society, writes Alex Brownsell. When one of a brand's biggest competitors is being described as lying on the ground with a 'boot to (its) throat', there must be a temptation to...
Brand Manager of the Week: Fiona Brown, Brand Manager, VisitBritain
- Describe yourself in three words. Imaginative, conscientious, vocal. - How would you define marketing? Thinking of what the customer needs and delivering what they want so there is no need for them to look elsewhere. - What would you...
Editor's Comment: The World Cup Ad Dash Begins
If ever there was proof that England is a nation of eternal optimists, then surely it's the World Cup. It's been more than four decades since Bobby Moore led England to its one and only victory in the greatest football tournament on earth, but still...
Fashion Retailers at Top of Social-Media Charts
Fashion retailers Burberry, ASOS and Topshop are among the brands with the biggest UK social-media following, according to research carried out exclusively for Marketing. Burberry topped an index measuring brand success on social media, compiled...
Helen Edwards on Branding: Revise Your Social Skills
It doesn't take cunning tactics to foist a brand into consumer conversation, just basic brand strategy. Facebook, Twitter, MySpace, LinkedIn, Ning, Tagged, Friendster, hi5, Classmates, and now Toqqa. If you are familiar with each of these social...
Jaguar UK Ties Up with England Cricket Team
Jaguar has signed up as the official vehicle of the England cricket team as part of its broader commitment to promoting UK sport. The marque agreed the deal with the England and Wales Cricket Board (ECB) for an initial four-year period. It replaces...
Marketing Mole: We'll Call You - Apple
Moles like shiny things - and apples - so when we heard that the iPad had been released in the UK, we wanted to know what other boxes it could tick for us. Mtkg: Good morning. I just wanted to know what an iPad is. Apple: What the iPad is? ...
Marketing Mole: Who Does Google Think You Are? - Maya Bhose, Head of Brand Marketing, SeeSaw
- The first link leads to a media consultancy's 'People' section on its home page. - The second is to Bhose's LinkedIn profile, which includes her role at SeeSaw and consultancy position at Ravensbeck. - The third is to 123people.co.uk, which...
Mark Kleinman on Marketing and the City: Pru's Takeover Crisis
Prudential's failed bid to buy AIA will continue to harm the insurer until there is change at the top. Three months ago, I wrote in this column about the laudable international ambitions of Prudential, the UK-based insurance group. It wanted to...
Nectar Shifts Emphasis to Push Benefits of Card
Nectar, the UK's biggest loyalty card, has launched a campaign showcasing leisure and entertainment activities that members can pay for with the points they have earned. The scheme, which has partners including Sainsbury's, Homebase, Amazon and...
Opinion: The Marketing Society Forum - Do Brands Risk Alienating Fans by Promoting Events They Don't Support?
Nestle's World Cup-themed campaign for Kit Kat has raised the hackles of The Football Association and official partner Mars, throwing the spotlight on the risks and benefits of ambush marketing. MAYBE TIM CROW, Chief executive, Synergy For...
Play.com Places Pounds 4m Ad Plan on Back Burner
Review is suspended following departure of marketing director Martin Talbot. Play.com marketing director Martin Talbot has left the company as part of a wider restructure, leaving an overhaul of the ecommerce brand's marketing strategy on ice. ...
Price of Tins on the Rise
The value of the sector continues to increase on the back of escalating production costs, but overall volu mes are flat, writes Jane Bainbrige. Gourmets may turn up their noses at food from a tin, while others restrict their consumption to camping...
Profile: Working on the Perfect Pitch
Simon Freedman, group head of marketing at The FA, is focusing on making the brand more distinctive. Interview by Andrew McCormick. Just a few years ago, Simon Freedman was selling rice pudding to supermarkets. As a senior brand manager at Dairy...
Special Report: Field Marketing - Training the Secret Army
Persuading consumers to buy your product is a complex and costly exercise, but, writes Robert McLuhan, all that investment will be wasted if store staff can't explain how it works and customers end up purchasing a rival brand. The desire to see...
Special Report: Genuine Buy-In Is Key to Mystery Shopping
The emerging trend of using ordinary people, rather than professional field marketers, to check on the customer experience makes the process more effective and accessible, writes Robert McLuhan. For many years, retailers and service providers have...
Strange Bedfellows
Unlikely partners can create truly effective campaigns if brands are fully engaged. When holiday operator Club 18-30 teamed up with Drinkaware recently to promote sensible drinking, a few eyebrows may have been raised. As part of the campaign,...
The Week in Marketing
- Victim Support work Victim Support has staged a guerrilla marketing stunt at London's Waterloo station to support its 'Find the strength' ad campaign Volunteers replicated the ads by exhibiting written descriptions of their experiences of crime...
Vodafone's Crossed Lines
The mobile operator's pursuit of a global brand strategy is fraught with challenges. Vodafone's decision to rework its global brand identity is symptomatic of the challenge facing many multinationals - namely finding an encompassing approach that...
What It's Really like Inside: ShortList Media
- How does the team come up with fresh marketing ideas? We use reader groups, reader research and reader feedback. There are still a lot of territories for us to expand into, so we rely on the creativity of our people to generate innovative ideas....