Marketing

Articles from November 4

12 for London 2012
With fewer than 1000 days to go to the 2012 Olympics, brands have plenty to gain by associating with Team GB's rising stars, writes Ed Kemp. The UK's sportsmen and women celebrated many triumphs at last year's Olympic Games in Beijing, but their...
Adwatch 04.11.09: Somerfield
The supermarket's price push, while clear, nevertheless fails to convey any brand values. I am a strategist by birth, and have had several years of intense training - I worked under the great Leslie Butterfield on the Sainsbury's business, as well...
A Large Measure of Sense
The roll-out of guidelines on the digital marketing of alcohol is logical and timely. The digital marketing of alcohol brands has sparked a moral panic, and an army of NGOs, consumer groups and politicians is assembling with the aim of restricting...
Andrew Walmsley on Digital: Information Is Power
Augmented reality is permeating more areas of our lives and will have major implications for brands. When Arnold Schwarzenegger crashes around Los Angeles in The Terminator, he has help, and when Peter Weller (doing an impressive Peter Crouch impersonation)...
Editor's Comment: Bring Back the Va-Va-Voom
Phil York, Renault UK's marketing chief, has a relationship therapist's challenge on his hands. He has to try to make British motorists love his brand again. It's a hard task, not because his models have a reliability issue or even a design fault....
Feeding on Indulgence
Ice cream is traditionally a summer treat, but luxury brands are working to drive the year-round market, writes Jane Bainbridge. The appeal of an ice cream that can be stored at room temperature until it reaches home is obvious from an energy-saving...
Helpline
We take the hassle out of finding the right product or service - you ask the question, we'll provide the answer. SWEET RELEASE Q: We want to give away some sweets as a cheery gift to potential clients. Who can help us with this? A: Give the...
How to Play the Online Video Game
Customer publishers are creating an unprecedented number of videos on behalf of brands in the push to engage consumers more directly and measurably online, but is the strategy working, asks Nicola Clark. The internet is awash with video content...
I Can't Believe It's Not Butter
The spread is suffering as its rivals flourish, buoyed by a health-focused positioning. One might think that a decline in the heavy use of yellow fats by UK consumers and the fact that only 40% of them consider butter a 'natural' food, according...
Marketing Mole: We'll Call You - Kingsmill
We have a confession to get off our chest, so we rang up the bread brand hoping to spill the beans and perhaps win some money into the bargain. Kingsmill: Kingsmill careline, (name) speaking. How can I help? Mktg: Hi. I've just seen a TV ad that...
Marketing Mole: Who Does Google Think You Are? - Vicki Franks, Marketing Director, Kao Brands
- The first link takes us to the profile of a US lawyer with the same name. - The next listing pushes to the blog of a Vickie Franks who loves cooking. - The third and fourth results are two Facebook profiles, the first of which belongs to Kao...
Mark Kleinman on Marketing and the City: RBS Brands Can Take a Lead
The bank's break-up could blaze a trail for senior marketers looking to join the top ranks of blue-chips. This week, barring a last-minute about-turn, Royal Bank of Scotland (RBS) will have to announce that it is to find a new owner for one of the...
Mark Ritson on Branding: Heinz Meanz Business
The brand has the perfect strategy for how to prosper in the face of competition from own labels. David Jason's voice wafts into British living rooms as images of everyday life fill the screen. 'Some things in life just have to be,' he intones....
Opinion: The Marketing Society Forum - Should the ASA Be Given the Power to Fine Errant Advertisers?
In a recent survey of members of consumer organisation Which?, 92% of respondents said they were in favour of giving the Advertising Standards Authority the power to levy financial penalties. NO - BOB WOOTTON, DIRECTOR OF MEDIA AND ADVERTISING,...
Peperami Ad Will Be Test Case for Crowd-Sourcing
All eyes will be on the first results of its agency-free strategy. Unilever is close to rolling out its first crowd-sourced TV and print campaign for its Peperami brand, provoking debate among marketers and agencies alike over the future role the...
Profile: Seizing the Opportunity
Phil York, marketing director at Renault UK, aims to bring a sense of the marque's fun spirit back to consumers. Interview by Alex Brownsell. A leafy corner of Hertfordshire, just to one side of the M25, is an unlikely location for the revival of...
Red Bull under Fire for Plot to Usurp Monster
Red Bull is under fire for running a clandestine field marketing campaign aimed at undermining rival energy-drink brand Monster. The plan was devised after Red Bull lost the contract to supply pub chain JD Wetherspoon. A Red Bull briefing outlined...
Ringing Up the Changes
Tesco is bucking industry opinion by trialling a solely self-checkout supermarket. For most consumers, the store checkout is their key point of interaction with retail brands. This is why Tesco caused a media stir last month when it became the first...
The Perfect Pitch
Agency searches can be arduous, but thoroughness pays dividends, writes Becky Charles. A host of top brands, including Vodafone, John Lewis and Confused.com, have shifted their advertising or media accounts this year as part of a wider frenzy of...
The Week in Marketing
- Country Life ad push Country Life has launched its latest TV ad starring Sex Pistols frontman John Lydon as it aims to increase market share and brand awareness. The butter brand returns to TV this month with a continuation of its 'Great British...
Westfield London Plots Customer Magazine
Westfield London is launching a biannual customer magazine as it celebrates its first year, in which it has surpassed its targets for footfall. The title, Westfield's first, will launch in March next year with an initial circulation of 500,000....
What It's Really like Inside: Debenhams
- Describe the marketing team in three words. Fun, creative and dynamic. - How do you come up with fresh marketing ideas? It's a real team effort - no idea is a bad idea. - What is the main marketing challenge you face? Our products...
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