Marketing

Articles from December 5

2002 Ipa Effectiveness Awards: Gold Award - Best Integration - Delaney Lund Knox Warren for Halifax. Sponsored by Posterscope
Until 1997 Halifax was Britain's biggest building society; after demutualisation it became merely the UK's sixth largest bank. For the first three years of its new life it held onto share in the mortgage and savings market, but went backwards in current...
2002 IPA EFFECTIVENESS AWARDS: GOLD AWARD - EFFECTIVENESS AGENCY OF THE YEAR ABOVE Pounds 100M - BMP DDB. SPONSORED BY ITV
BMP DDB has held on to its crown as the most effective agency with billings of more than pounds 100m. It's a repeat of its performance from 2001, when it picked up the inaugural Effectiveness Agency of the Year prize. It's a fine result for an agency...
2002 Ipa Effectiveness Awards: Gold Award - Effectiveness Agency of the Year below Pounds 100m - Bartle Bogle Hegarty. Sponsored by Financial Times
Bartle Bogle Hegarty (BBH) not only picked up the Grand Prix but it also landed a host of other prizes, including best international and best new client, making it Effectiveness Agency of the Year with billings under pounds 100m. Under the new scoring...
2002 Ipa Effectiveness Awards: Gold Award - Grand Prix - Bartle Bogle Hegarty for Barnardo's. Sponsored by Financial Times
BEST NEW CLIENT - BARTLE BOGLE HEGARTY FOR BARNARDO'S. SPONSORED BY MARKETING Charities rely on donations. Not only does public giving fund their work, it is also a measure of support. It allows charities to be independent of state funding and actively...
2002 Ipa Effectiveness Awards: Gold Award - John Bartle Award for Best New Agency - Fallon for Skoda
BEST CHANGE OF DIRECTION - FALLON FOR SKODA. For a long time Skoda was the butt of jokes by British motorists, but once the Velvet Revolution opened up the Czechoslovakian market at the end of the 80s, the brand started to change. A partnership...
2002 IPA EFFECTIVENESS AWARDS: IPA Awards Will Be Benchmark for Marketing Communications
'Media neutrality' is the new buzzword of the marketing communications industry. The idea that a multitude of channels can be used to disseminate a brand or message, as opposed to just a single medium, is one that characterises the changes in practice...
2002 Ipa Effectiveness Awards: Silver Award - Best Consistency - Bmp Ddb for Vw 1995-2001
In 1994 Volkswagen was a niche player in the UK car market, but by the end of 2001 it had doubled its sales to become a mass-market brand. It achieved this growth without eroding the brand's aspirational reputation. The company set out to take a...
2002 Ipa Effectiveness Awards: Silver Award - Best Insight and Innovation - M&c Saatchi for Police Recruitment. Sponsored by Warc
Deciding to join the police force means making a life-changing commitment to work unsociable hours and face danger, personal insult, rules and responsibility, as well as paperwork. In 2000, perception of the police was also poor and declining. In...
2002 Ipa Effectiveness Awards: Silver Award - Best Interactive - Blm Media for Domino's Pizza
BEST MEDIA THINKING - BLM MEDIA FOR DOMINO'S PIZZA. Domino's Pizza has invested heavily in multichannel TV. It sponsored The Simpsons on Sky One in 1998, became the first advertiser on Sky's Open shopping channel in 1999 and ran its first transactional...
2002 Ipa Effectiveness Awards: Silver Award - Best International - Bartle Bogle Hegarty for Olivio/bertolli. Sponsored by Adforum.Com
Unilever had already successfully convinced the UK public that Olivio, an olive oil-based spread, could earn its space in the fridge. Now it wanted to have the same impact in Belgium, Germany and Holland. The challenge was to find a creative message...
2002 Ipa Effectiveness Awards: Silver Award - Best Launch - Av Browne for Golf Holidays Northern Ireland. Sponsored by Endorsements.TV
For 30 years the leisure industry in Northern Ireland had to combat image problems stemming from 'the troubles'. With the cessation of widespread terrorist violence following the signing of the Good Friday Agreement in April 1998, Hastings Hotels wanted...
2002 Ipa Effectiveness Awards: Silver Award - Britannia Building Society
Britannia Building Society spent pounds 2.7m on advertising in 2000, a tiny fraction of the total financial sector spend of nearly pounds 880m. Falling base rates meant declining profits, while increasing competition gave borrowers and lenders a range...
2002 Ipa Effectiveness Awards: Silver Award - Hovis
In 2001, Hovis celebrated its 115th birthday. But while British Bakeries was selling more bread, it was making less and less money. Sales were rising off the back of the major retailers' drive for low prices and Hovis' price premium had been slashed....
2002 Ipa Effectiveness Awards: Silver Award - Kellogg's Real Fruit Winders
Kellogg's Real Fruit Winders are fruit snacks made with more than 60% real fruit. The fruit snack sector is worth dollars 400m in the US, but prior to the Fruit Winders launch it was new to the UK. This was Kellogg's first venture outside the breakfast...
2002 Ipa Effectiveness Awards: Silver Award - Ocean Spray
Ocean Spray is the world's largest grower of cranberries and its UK portfolio is driven by juice drinks such as Cranberry Classic. Buoyant harvests meant the cranberry crop outstripped demand and Ocean Spray needed to generate short-term sales. It...
2002 Ipa Effectiveness Awards: Silver Award - Road Safety
Northern Ireland has the highest levels of road traffic deaths and injuries in the UK, with drink driving contributing to 15% of road deaths between 1995 and 1999. The key group to target was 17- to 24-year-old males, who were responsible for 39% of...
2002 Ipa Effectiveness Awards: Silver Award - Sainsbury's
Sainsbury's had long been the number one player in the food retail market, but in 1995 it was overtaken by Tesco, which had been boosted by acquisitions, new formats, Clubcard and the 'Every little helps' campaign. Tesco was powering ahead and others...
2002 Ipa Effectiveness Awards: Silver Award - Tesco
Tesco may have the most loyal shoppers, but 68% of them still take at least half their weekly grocery spend to other supermarkets. Making them more loyal would be extra valuable because not only were the promiscuous customers upmarket, but they were...
2002 Ipa Effectiveness Awards: Silver Award - the Economist
The Economist competes in a highly aggressive marketplace. Since 1985 there have been more than 1500 magazine launches, over 300 new TV channels and more than 200 new radio stations - and that's before you even start counting web sites. It's easy...
2002 Ipa Effectiveness Awards: Silver Award - Volkswagen
The Mark 5 Passat, which launched in 1997, was suffering an age-related sales decline. In 2001 VW decided to give it a facelift, adding more chrome, sprucing up the lights and changing the range. The new look had to see off the totally redesigned Ford...
2002 Ipa Effectiveness Awards: Silver Award - Waitrose
Waitrose is a different kind of supermarket. It is part of the John Lewis Partnership, which has a strong culture of co-ownership, and until 1997 it had done little advertising. Faced with strong competition from the four giants of grocery, it briefed...
2002 Ipa Effectiveness Awards: Silver Award - Walkers Crisps
Founded in Leicester, Walkers Crisps is a post-war success story, gradually improving distribution across the country until it covered the whole country in 1995. However, with distribution-based sales increases coming to an end, Walkers needed to...
ADWATCH: Andrex Marks Milestone with 'Finder Keepers' Contest
Andrex celebrates the 30th birthday of the 'puppy' by giving away a wide range of prizes, says Sam Solley. Kimberly-Clark is honouring 30 years of the Andrex puppy with a new national advertising campaign. The ad appears at number four in this week's...
ANALYSIS: KFC Bucks Fast-Food Closure Trend
Changing tastes have put chicken high on the menu. Ben Bold looks at the next stage of Colonel Sanders' campaign of UK expansion. KFC, the fast-food chain formerly known as Kentucky Fried Chicken, is on a roll. At a time when McDonald's, the biggest...
ANALYSIS: Pay-Off Is Clear for Cause Related Activity
New BitC research shows that backing a cause can be a shrewd strategy for brands. Speak to anyone in the charity sector and they will be only too glad to tell you how invaluable cause related marketing is when it comes to raising funds and awareness....
Beware, Promiscuous Client
They get superior creativity and they get to work with their friends. They forgo brand consistency and the best of agency responsiveness and reliability. Three-quarters of clients stay with their agencies for more than three years, according to...
BRAND HEALTH CHECK: American Football - Can the NFL Get Brits to Turn on the Super Bowl?
American football's showpiece event is back on terrestrial TV in January. How should the NFL promote the sport to a UK audience that lost interest in the 1980s? Last week the US sat down to eat Thanksgiving dinner. No turkey was spared, and coupled...
Camelot to Stretch into Internet Lottery Games
Camelot is to launch internet games called Flirtathon, Holiday Bonanza and Predict-a-Ball in a bid to climb back from the worst National Lottery sales figures in its eight-year history. The beleaguered Lotto operator, which last week announced that...
CAREERS: Company CV - BBC
The BBC is a radio and TV broadcasting corporation funded largely by public licence fee. The BBC began radio broadcasts in 1922 and television broadcasts in 1936. The management structure encompasses an executive committee of 17 key directors each...
DMA AWARDS: ATOC Ahead of the Field for DMA Prize
Entries are up even though the DMA Awards are getting tougher, writes Ken Gofton. The winners of this year's Direct Marketing Association/Royal Mail Awards were announced this week, with the top accolade going to the Association of Train Operating...
EDITORIAL: The Promiscuous Clients Lack Strong Sense of Branding
How does a company maintain a consistent brand message without suffering from tired and repetitive creative ideas? It's the zenith every marketing director is aiming for. And if there's an argument for learning by example, it comes in the shape...
MARKETING MIX: Pen Portrait - Geoff Percy, Accantia Health & Beauty
Geoff Percy, chief executive at Accantia Health & Beauty, started at Smith & Nephew, then spent three years at Neutrogena. He rejoined S&N in 1993 as marketing and sales director, becoming managing director of S&N Consumer Products...
McCain to Move Pounds 15m Business out of D'Arcy
Frozen food giant McCain is reviewing its pounds 15m brand advertising business out of D'Arcy after its merger into Leo Burnett created a conflict with Heinz. The two brands go head-to-head in the frozen pizza sector: McCain produces Pizza Fingers...
OPINION: Carlton and Granada's Gloomy Outlook Augurs Well for Merger
Only vague hints have emerged so far about the merger case Carlton and Granada have submitted to the Office of Fair Trading. Naturally such documents are commercially confidential and anyway it is almost certainly counter productive to try to bounce...
OPINION: ITV's Move to Prove Superiority of TV Takes Us a Step Backward
In the face of plunging revenues, ITV has gone scientific. Last week it unveiled a study conducted by professor of psychology Geoffrey Beattie, who tested the reaction of 150 subjects who were exposed to messages for three different types of product....
OPINION: Marketing Society - Business Turns Awareness into Effective Action
Historically, many have accused businesses of choosing a charity partner on the whim of the chairman's wife and choosing sponsorship opportunities in line with the chief executive's favourite sport. Therefore, it's easy to see why so many observers...
OPINION: To Build a Brand You Need Good Data on Custom
Last week, London Electricity was slated by a current customer for offering a cheaper deal if you registered online - but only if you were a new customer. Well, it was on offer to current customers, but they weren't being encouraged to take it up,...
PROFILE: Lifelong Journey - Nick Barley, Marketing Director, Microsoft UK
'One of the things I am passionate about is the way information technology can interact with peoples' lives in a more human way,' explains Nick Barley in his laid-back Staines tone. This encapsulates his mission as Microsoft's UK marketing director....
Royal Mail Makes Shock Job Choice
Royal Mail has appointed Paul Rich to the new role of group marketing director amid speculation that managing director Gillian Wilmot is to quit the company. The group is expected to announce today (Wednesday) that Rich, who is director of corporate...
Services Helpline
Sam Solley takes the hassle out of finding the right product or service - you ask the question, he'll provide the answer. Make a date Q: I am looking for a tele-outbound company, preferably London-based, that can generate appointments for a team...
Siemens Mobile Picks Former Nintendo Boss
Mobile phone manufacturer Siemens Mobile has appointed Niclas Friese-Greene to the new role of senior vice-president of marketing communication global, as it seeks to become a worldwide consumer brand. Friese-Greene was previously head of European...
Tussauds Group Nets BAA Director
The Tussauds Group, owner of Alton Towers, Thorpe Park and Madame Tussauds, has poached BAA marketer Andy Davies for its top commercial job. Davies, who has spent the past three years at BAA as retail marketing director overseeing airport interests...
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