Marketing

Articles from March 6

ADWATCH: Muller Aims Ad for Vitality Brand at Busy Young People
Muller is pushing its range of probiotic drinks as the perfect match for a hectic lifestyle, writes Sam Solley Muller is appealing to 25- to 35-year-olds looking for something to complement their hectic lifestyles in a pounds 1m campaign for its...
ANALYSIS: Can F1 Steer through Trouble?
After sponsors and viewers voted with their feet in 2002, Formula One has pinned its hopes on spicing up the sport. Formula One is holding its breath. As 11 Grand Prix teams line up for the season's first race in Melbourne on Sunday, the world's...
BRAND HEALTH CHECK: BNFL - How Can Nuclear Power Come in from the Cold?
In the aftermath of an energy White Paper that put nuclear fuel in crisis, what must BNFL, the industry's biggest player, do to turn round its image? The image of British Nuclear Fuels Limited - BNFL - is unavoidably saddled to some degree with...
CAREERS: Company CV
Quaker Oats, based in Chicago, is part of PepsiCo. In the UK, Quaker products are marketed and distributed by the European arm of Frito-Lay, the domestic and international snack food operation of PepsiCo. Quaker's brands are marketed throughout the...
Dixons and Currys Chiefs Quit Group
Dixons Stores Group (DSG) has been dealt a double blow with the departure of two of its most senior marketers. The loss of Dixons marketing chief Stuart Carson and Currys marketing director Ian Ditcham comes as the group reels both from falling...
London Tourist Board Hunts Crisis Marketer
The London Tourist Board (LTB) is seeking a senior marketer to encourage Londoners to spend more in their own city as it faces a tourism crisis. The LTB is offering an initial three-month contract for the job, which it hopes will span any downturn...
MARKETING MIX: Pen Portrait - Paul Jackson - Ogilvy & Mather
Paul Jackson, chief executive of Ogilvy & Mather, started his advertising career at Saatchi & Saatchi. He is now in his second spell at O&M. He rejoined in July 1999 specifically to work on the Ford of Europe account. Pressure of writing...
MARKET RESEARCH: The Essentials of Sharing Research
To harness data you must disseminate it throughout the company, says Louella Miles Brilliant consumer insight has been gleaned from the market research that you commissioned. Everyone in the organisation should know about the results and understand...
OPINION: At Long Last the Regional Press Is Proving Its Advertising Worth
Better late than never for the local and regional press. After all, it has only been 12 years or so since the radio industry started getting its act together and promoting itself as a marketing medium. You can't expect breakneck speed from a centuries-old...
OPINION: Don't Be Lured to 'Wild, Wild West' of Retail Bonuses
You may recall that last September the chief executive of cider-maker HP Bulmer was forced to leave after a pounds 3.3m hole emerged because of sloppy accounting of promotional costs with retailers. This was more than a one-off affair. What this...
OPINION: Marketers Need to Find a Way to Control the Contagion of Clutter
Before we can sell, we must build the brand. Before we can build the brand, we must generate awareness. Before we can generate awareness, we must break through the increasingly impenetrable obstacle known as clutter. Clutter is created by the number...
OPINION: Marketing Society - Genius Must Be Combined with Graft for Insight
My dictionary defines insight as a 'capacity for understanding hidden truths'. Insight should mean a great deal to marketers, but does it? Insight - in all its various forms - is sought out, fought for, occasionally found and often missed. While...
OPINION: Outsourcing Offers Route to Efficiency but Not a Short Cut
The days of the 300-strong marketing department could soon be over, as many functions and the people who perform them are hived off to third-party suppliers. Whether that sounds apocalyptic or Utopian will depend on your attitude toward outsourcing...
OPINION: Profile - Bettering Best - Mark Dixon; Marketing Director; Telegraph Group
Shock horror, The Daily Telegraph has undergone a face-lift and if you listen carefully, you may hear the ripples of indignation from the blue rinse, green welly brigade at the thought of any tampering with their journal of record. Gone are the...
Relinquishing Control?
Outsourcing is becoming more common among UK marketing departments. So will this flexible system increase effectiveness or hinder creativity? The UK marketing industry is poised for a revolution that could see companies farm out up to 80% of their...
SERVICES HELPLINE: Kids' Treat
Q Our latest offering is very much tailored toward kids. Both product and packaging look great, but we would like our product to have added value and interest. Can you suggest something that we might be able to give away or put on the front of the...
TUI Launches 'Modern' Budget Holiday Brand
TUI Thomson, the UK's biggest holiday company, is launching another brand into the embattled travel sector, called Budget Holidays. Positioned as a standalone online brand, TUI is aiming Budget Holidays at couples and young families seeking value...
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