Marketing

Articles from May 2

Adwatch
Marketing's unique weekly analysis of advertisement recall in association with tns. Audi The brand highlights its strong heritage as an auto innovator while promoting its latest cars. Jamie Maker, Director, Brave From the opening frame...
Aquascutum
The classic clothes brand is in administration and has closed its UK factory, writes Kim Benjamin. Aquascutum has had little trouble proving its worth on the fashion front. Its clothes have been worn by Sir Winston Churchill, Cary Grant and the...
Brand Barometer
This week's 'Consumer voice index' (at the bottom of this page) shines a light on the strength of Manchester United FC. While it is undoubtedly a huge club, I hadn't expected it to be quite so dominant in share of voice. The research found that...
Brand Manager of the Week: Lucy Green, Brand Manager, Kimberly-Clark
- Describe yourself in three words. Passionate, musical and dedicated. - What would you be if you weren't a brand manager? A musical theatre performer in the West End. - What attracted you to your current job? Andrex is a true British...
Celebrity Retailer
M&S' marketing chief talks star-laden campaigns, restructuring - and his future. Marks & Spencer has reaffirmed its commitment to two vital strands of its marketing - celebrity-fronted campaigns and environmental programme 'Plan A' - by...
Childrenswear
The impact made by supermarkets has led to fierce competition and lower prices. MAIN PLAYERS. Sean McGinty, Head of marketing, George at Asda McGinty was promoted to the top marketing post for Asda's George brand this year. He is responsible...
Kenwood
From the outset, the kitchen-appliance brand has combined utility and reliability with a strong design ethos. Serious home cooks have long viewed the Kenwood Chef as an essential piece of kitchen equipment. With its chunky look and impressive durability,...
Opinion
After years promoting bigger pack sizes as offering better value, it appears food and drink marketers may do better to think small. You've just woken up and already there's a critical text from the boss, ending with that most patronising of words:...
Polman: Marketers Are 'Losing Ground'
Unilever chief warns profession has 'fallen behind' consumers on key issues. Unilever chief executive Paul Polman has given a withering assessment of the state of the marketing industry, arguing that marketers have fallen behind consumers. Delivering...
Profile Builder: Who Google Thinks You Are ... Philip Gladman, Western Europe Category Director, Diageo GB
- The first, second and fourth links are to trade-press site stories about Gladman's appointment. - The third result is a Marketing report of his comments on social media at this year's ISBA conference. Verdict This is a good profile, if dominated...
Revolution: Social Media - Meet the New Social Networks
Hardly a month goes by without news of yet another niche social network creating a diversion from Facebook and Twitter. But what potential do they really offer to brands? Trevor Clawson finds out. Last month, Honda launched a page and campaign on...
Revolution: Social Media - ROI: Like It or Lump It
Can brands determine the value of a Facebook 'like' or a Twitter follower? Yes, if they use the right measurement tools and view social activity in the context of the sales cycle, says Kim Benjamin. Every day consumers are bombarded with requests...
Revolution: Special Report - Battle of the Brands
With real-time bidding promising to take hold in the UK, Kim Benjamin compares the RTB platforms used by Microsoft and Google - AppNexus and AdEx - and assesses their potential for advertisers. There was a time, pre-digital and the modern web, when...
Revolution: Special Report - Real-Time Bidding - A New Dawn for Display?
The days of buying banner placements in blocks of thousands or millions of impressions could be numbered. With real-time bidding, brands are targeting specific online audiences on web pages as they browse. The quickest-growing transaction in online...
Shift
The breakdown in trust between citizen and state has important implications for brands, which must beware falling on the wrong side of this divide, writes Nicola Clark. The phrase 'a nation of lions led by donkeys' - used to condemn the generals...
Tech
Why are you spending so much valuable time and money focused on your homepage? It's time to start redesigning your business from the bottom up, writes George Nimeh. You probably speak to your agency or in-house design team every few years about...
The Contactless Breakthrough
Though many retailers and consumers remain sceptical, the rise of NFC technology and contactless pay ments will make wallets and cash obsolete, according to some experts. The mental checklist of 'keys, mobile, wallet' before you leave the house...
The Marketing Interview: Jason Gissing
The Ocado co-founder and commercial director is resolutely optimistic despite the brand's failure to turn a profit in the past decade. Jason Gissing is trying hard 'not to say anything stupid or inappropriate' when asked about Ocado's summer marketing...
The Marketing Society Forum: Are Athletes' Brand Endorsements 'A Dangerous Game'?
Gold medallist Denise Lewis has slammed athletes for tweets about brands ahead of the Olympics. NO - Alison Brolls, Global head of marketing and planning, Nokia Personal endorsements by the right people can be an effective and legitimate marketing...
This Week
Marketing's comprehensive digest of the most significant industry news from the past seven days. - Unilever's sustainability push Unilever has confirmed it will launch a corporate brand campaign to showcase its sustainability efforts, writes...
We'll Call You: Land Rover
Mole's fashion-loving mate is in the market for a new car, and we think the pounds 80,000 Range Rover Evoque, designed by Victoria Beckham, would suit perfectly. Mktg: Hi there. I am trying to find out more details about the Victoria Beckham-designed...
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