Marketing

Articles from December 8

Adwatch 08.12.10: Confused.Com
Overly complicated campaign fails to clearly communicate the message it wants to share. This Christmas, let's spare a thought for the poor overworked mascots of price-comparison advertising. Comparethemarket.com's Meerkat campaign cannonballed...
Agency of the Year: Judges
TESS ALPS, Chief executive, Thinkbox Alps' broadcast career has spanned three decades; she joined Thinkbox in 2006 from PHD. Alps is a Fellow of the Royal Television Society and a member of Bafta. GRAHAM BECKETT, Founding partner, Results International...
Alan Mitchell Reinventing Marketing: Deny the Fundamental Law of Marketing and You'll Fail
Large sections of the marketing and advertising community are making a huge mistake by not accepting that 'double jeopardy' affects every aspect of their work, writes Alan Mitchell. Consider the following two views of how marketing works. Which...
Andrew Walmsley on Digital: Location, Location, Location
Services such as Foursquare could present an irresistible opportunity for brands in the year ahead. I am the mayor of the Cumberland Pencil Museum in Keswick. From the picture to the right, you probably hadn't guessed I'd got it in me; but this...
Boots Steps into Sport Ahead of London 2012
Link-up with Sport England to include on-pack and in-store marketing initiatives. Boots is to make its first foray into sport sponsorship through a grass-roots programme in the build-up to the London 2012 Olympic Games. The retailer is expected...
Branding Agency of the Year: The Partners
As well as achieving a new-business conversion rate of 50%, boosting revenues and devising highly innovative campaigns, the agency found time to provide pro bono work for the UN. A fifth consecutive year of double-digit growth and major new-business...
Brand Manager of the Week: Rob Gotlieb, Marketing Director, Muzu
- Describe yourself in three words. Determined, passionate and enthusiastic. - How would you define marketing? Identifying and clearly communicating the benefits of a product or service to a targeted audience. - What would you be if you...
Christmas Number 1
The X Factor's dominance of the top spot is wearing thin. What do the following songs have in common: Jackie Wilson's Reet Petite, Rolf Harris' Two Little Boys, The Flying Pickets' Only You and Pink Floyd's Another Brick in the Wall? Throw in a...
Contact Centre Agency of the Year: Teleperformance
A raft of big-name new business wins, the takeover of a rival call-centre specialist and investment in efficiency-boosting technology have all contributed to Teleperformance's win. Teleperformance has been crowned Marketing's Contact Centre of the...
Creative Agency of the Year: Adam & Eve
The three-year-old agency has cemented its reputation for creative excellence and being quick to devise effective campaigns that fulfil clients' requirements, whatever the budget. The crowning of Adam & Eve as Marketing's Creative Agency of...
Customer Publishing Agency of the Year: Fitzgerald Shurey Tarbuck
This upstart agency has proved that its integrated approach, offering its growing list of diverse clients a multiplatform service, is a highly effective model for customer publishing. Fitzgerald Shurey Tarbuck (FST) has proved it is more than a...
Digital Agency of the Year: Dare
Marketing's Digital Agency of the Year has had a storming 12 months, defying the recessionary gloom, increased competition from traditional ad agencies and client budget cuts. While other agencies have spent the best part of 2010 struggling to emerge...
Direct Agency of the Year: EHS 4D
The agency has rebranded, restructured and reinvigorated itself over the past year, developing a strong focus on digital and bringing in a raft of work from clients old and new. A bold shake-up at EHS 4D Group aimed at capitalising on changes to...
Editor's Comment: Shops Get Social
With Christmas imminent and the cold weather closing in, more shoppers than ever are buying online. Ecommerce's growth is, of course, ongoing, and Amazon has long been the saviour of those who otherwise end up buying last-minute presents at the...
Experiential Agency of the Year: RPM
This agency has pulled in a slew of new accounts this year, having demonstrated a strong record of effective, imaginative campaigns, whatever the scale or budget. RPM has won Marketing's Experiential Agency of the Year award, after proving itself...
Field Marketing Agency of the Year: Cosine
For the third time in five years, the agency has bagged top honours in the field marketing category following first-class work for big-name brands such as Bacardi and Nokia. After clinching the top spot in 2006 and 2007, Cosine has returned to form...
Helen Edwards on Branding: Snakes and Ladders
Helen uses her final throw of the dice in 2010 to suggest where the ups and downs will occur in 2011. Prediction is hard, so I'll keep the format simple: marketing snakes and ladders. Which brands, ideas and institutions will be in the ascendant...
Marketing Mole: We'll Call You - Waitrose
Mole's tummy has been rumbling since seeing an ad for Heston's 'hidden orange' Christmas pudding. But burrow as we might, we can't find any at Waitrose. (Mktg's call is placed 13th in the queue and is answered after a five-minute wait.) Mktg:...
Marketing Mole: Who Does Google Think You Are? - Amy Howarth, Head of Marketing, Uniqlo
- The first link is to an article on the Telegraph's site about Uniqlo. - The second and fourth links are to 123people profiles of Howarth. - The third link is to a story about Uniqlo's online store. - The fifth link is to a piece on fashion...
Marketing Promotion: Set the Stage for Social Media Success
Brands getting to grips with social media need to clearly define their aims and develop a sharper understanding of customer engagement, writes Stuart Derrick. 'There is not a boardroom in the land that doesn't have a whiteboard with the words 'Social...
Market Research Agency of the Year: BrainJuicer
This year's winning agency backed its ambitions for international growth with a healthy record of innovation, a strengthened senior management team and smart thinking. 'Daring' is not always a word associated with the market research industry, but...
Media Agency of the Year: PHD
A combination of sterling leadership by a stable management, an impressive new business record and a commitment to creativity makes PHD this year's Media Agency of the Year. There is no doubt that 2010 was PHD's year. With a 100% client-retention...
PR Agency of the Year: Frank PR
This two-time former winner has enjoyed a resurgence over the past 12 months, and made it a hat-trick by reeling in a host of big-name clients and a double-digit rise in net profit. Frank PR is no stranger to Marketing's PR Agency of the Year award,...
Raising Their Game
Console manufacturers are relying on technological advancements to boost a sector that has been in decline since 2008, writes Jane Bainbridge. The days when video gaming was purely a sedentary, isolated occupation are long gone. In 2006, Nintendo's...
Review of the Year 2010: Adwatch of the Year 2010
The recession maintained its grip on advertising trends this year, as retailers continued to dominate TV viewers' recall with consistent, high-profile campaigns. As Britain sails into uncharted, post-Comprehensive Spending Review waters, it is not...
Review of the Year 2010: Contact Centre Leagues
Contact centres continue to be on the receiving end of bad press for failing to resolve enquiries at the first time of asking, but many help brands prevent their customers from entering phone hell. The need for contact centres to improve levels...
Review of the Year 2010: Customer Publishing Leagues
Customer publishers took a hit last year as brands in all sectors reined in their budgets. Yet the outlook is positive, with agencies reporting increased pitch activity and a willingness to innovate Last year proved tough for the UK's customer publishers,...
Review of the Year 2010: Design Leagues
Specialist branding agencies have been quick to adapt their offerings as cash-strapped brands demand work that has an effect beyond on-shelf standout to inform the total brand experience. In many ways, design's star is rising. Its strategic relationship...
Review of the Year 2010: Digital Leagues
Continuing economic uncertainty and shifting demands from brands are spurring digital agencies to revisit the 'integrated versus specialist' debate and broaden their offerings to demonstrate value. Digital agencies are working harder than ever to...
Review of the Year 2010: Direct Marketing Leagues
With digital work now accounting for more than half of many agencies' business, the direct marketing and sales promotion industries have reached a turning point in their development. Hardly a year passes without direct marketing and sales promotion...
Review of the Year 2010: Experiential Leagues
Recessionary pressures on the industry have eased as brands seek new ways to reach consumers, but agencies still face a difficult challenge to convince some brands of the discipline's potential. Experiential agencies are cautiously optimistic about...
Review of the Year 2010: Field Marketing Leagues
With the recession on the wane at last, the industry is looking forward to a period of renewed growth. However, plenty of pitfalls remain in the agencies' ongoing struggle for big wins. Field marketing agencies have held their own over a difficult...
Review of the Year 2010: Marketing Industry Mishap
No year is complete without a marketing blunder or 10, and 2010 was no exception. From missed goals to tunnel blindness, the debacles kept on coming, writes Nicola Clark. - ITV missed a goal Goalkeeper Robert Green was not the only one to...
Review of the Year 2010: Market Research Leagues
With the industry undergoing major upheavals, from pressure on budgets to developments in data-gathering methods, now is the time for brands and agencies alike to reassess their strategies. The market research industry has faced a decline in revenues...
Review of the Year 2010: Media Brands of the Year
- Top media brands The media industry took a bashing in the recession, but the revival has begun, writes Nicola Clark - The Evening Standard 2010 has been a phenomenal year for The Evening Standard. The capital's newspaper, now a freesheet,...
Review of the Year 2010: Sponsorship Leagues
Despite disappointing performances and scandals on and off the field of play, sports sponsorship remains a key platform for brands - and no property this year was bigger than the FIFA World Cup. The year has been as tough for the sponsorship industry...
Review of the Year 2010: Top 10 Marketing Moments
From iPad fever to the return of the Tetley Tea Folk, 2010 has been a vintage year for some marketers, while government cuts and brand calamities have made it one to forget for others. There is no doubt that many marketers started this year with...
Review of the Year 2010: Top 40 Advertisers
Many major brands were forced to scale back their marketing budgets during 2009, allowing those that maintained or grew their advertising spend to take advantage of reduced media costs. Adspend among the top 100 advertisers fell by a total of pounds...
Review of the Year 2010: Top 40 Online Advertisers
While the recession cut a swathe through above-the-line media channels, digital marketing grasped the opportunity to prove itself as a cost-effective medium that also offers extensive reach. While half of the UK's top 100 online advertisers cut...
Sales Promotion Agency of the Year: Billington Cartmell
The agency celebrates its 20th year with a third consecutive title as Marketing's Sales Promotion Agency of the Year, having achieved 12% growth despite tough UK market conditions. Accolades all round for Billington Cartmell this year, both for...
Sponsorship Agency of the Year: MEC Access
In the three years since its creation, our winner has stepped up to challenge the sector's biggest players, taking the crown with a mix of business wins and strong creative work. Marketing's Sponsorship Agency of the Year award has been scooped...
The Marketing Society Forum: Was Andrex Right to Replace the Real Puppy in Its Ads with a CGI Version?
Andrex has replaced its gambolling Labrador puppy, which was created by JWT in 1972, with a computer-generated canine that plays with friends, eats and sleeps in a 'puppy's world'. MAYBE Alex Batchelor, Chief operating officer, BrainJuicer ...
VO5 to Partner FHM in 'Blokes' Strategy Shift
VO5, the haircare brand owned by Alberto Culver, is boosting its marketing activity aimed at male consumers. It will embark on the strategy with a six-figure sponsorship of FHM magazine's '100 Sexiest Women in the World' poll, now in its 17th year,...
What It's Really like Inside: Giffgaff
- How does the team come up with fresh marketing ideas? When Giffgaff launched, it asked people to post ideas on a dedicated page on its website. These are discussed at our bi-monthly management meetings. - What are the perks of the job? The...

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