Marketing

Articles from July 30

Adwatch: T-Mobile - 'Priceless Roman Vase'
An archaeological dig somewhere in rural England. A young bloke finds a priceless Roman vase, dusts it down and chucks it away. No, it's not an ad for Specsavers. It's part of a big price campaign from T-Mobile. The message is - see if you can find...
Andrew Walmsley on Digital: Campaigning 2.0 Could Swing UK Vote
As conditions in the economy tighten, oil prices rise and pressure mounts on the government, thoughts are turning to the next election. By law it has to take place by June 2010 and, while convention usually puts an election earlier, the current climate...
Brand Health Check: Boddingtons
The once almost invincible 'Cream of Manchester' has lost its swagger over the past few years, writes Alex Brownsell. At the turn of the century, InBev-owned Boddingtons, the self-styled 'Cream of Manchester', was the toast of the UK's ale sector....
Careers: What's It Really like Inside - Gaymer Cider Company
- What is your biggest challenge? Engaging 18- to 24-year-olds with the Gaymers brand and getting them to try it at music venues and festivals, while developing our premium portfolio. - How does the team come up with marketing ideas? We find...
Downturn to Boost Value Dining
Food-delivery services and cheaper restaurants could benefit from the economic downturn, leaving mid-market eateries facing a rocky future, say industry experts. Lower-priced dining offerings could perform well as consumers seek cheaper options....
Editorial: Time to Go on the Offensive
Barely a week passes without a story in Marketing about the latest clampdown on advertising, or news of lobby groups blaming ads for everything from child obesity to dangerous driving. Representatives of industry bodies must be thoroughly sick of...
Helpline
Joe Thomas takes the hassle out of finding the right product or service - you ask the question, he'll provide the answer. SITE IMPROVEMENTS Q: We are a small printing company and need to raise our business profile on the web. Who can help us?...
Marketing Mix: We'll Call You - Sega
Mix rang the video-game firm to ask why we were being cheated of Olympic glory when playing its Beijing 2008 title. Sega Good morning, Sega, how may I help? Mktg Is that customer services? Sega It is, yes, sir. Mktg I've just got a few...
Marketing Report: Contact Centres - Call in the Specialists
For many brands, call centres are the main point of contact with customers, but they must decide whether it is best to run their own operation or outsource the job to an agency. Rob McLuhan reports. Almost a million people are employed in UK call...
Marketing Report: Contact Centres - Cross-Channel Connection
Failing to offer access to customers via every available channel is certain to put a brand at a disadvantage. Rob McLuhan asks how communications can be integrated best to serve consumers in the most effective manner. Society has changed and we...
Marketing Report: Contact Centres - the Vital Statistics
The outsourced customer service facilities handled by contact centres is worth an estimated pounds 17bn a year, and the industry employs about 592,000 contact centre agents in the UK. Of these, 55% are employed in bigger centres. Here, we focus...
Mark Ritson on Branding: US Auto Brands Missed the Turning
What will consumers do in the future? This question leaves marketers dolefully scratching their heads. The combination of market complexity and a huge number of potential economic and cultural outcomes can produce an enormous array of market permutations....
Media Analysis: On a Mission to Make Web TV Pay
Broadcasters face a struggle to rival the BBC's iPlayer, but also to profit from their VoD offerings. The success of the BBC's much-lauded iPlayer service has catapulted the phrase 'video-on-demand' (VoD) into the vernacular. Watching television...
News Analysis: Brands Buy into Credit Crunch
As the threat of recession remains, advertisers are playing on consumers' financial concerns. The old adage advising against 'talking yourself into a recession' is being cast aside with gay abandon as brands put the economic slowdown at the heart...
News Analysis: Cricket's Greatest Test
Will an English Premier League finally spark widespread interest in the sport from FMCG brands? Twenty20, an abbreviated version of cricket, has captured the imagination of a new generation of fans, and, in turn, challenged brand owners to view...
Opinion: The Marketing Society Forum - Will the NHS' Rebrand to Express Diversity Be Money Well Spent?
The Department of Health is reviewing the NHS brand in a bid to better reflect its services. Agencies will be invited to pitch for the work in the autumn. POLLY COCHRANE, DIRECTOR OF MARKETING, CHANNEL 4 - MAYBE UKTV's G2 had two things going...
Profile: Seeking Affection - Andy Gilson, Marketing Director, General Motors UK and Ireland
The view from Andy Gilson's office in General Motors' UK headquarters, which overlook Luton Airport and an array of out-of-town superstores, is far from inspirational. The landscape is utilitarian - much like the Vauxhall brand, some might argue. ...
Raymond Snoddy on Media: Ofcom Leak Confirms BBC's Worst Fears
Communications regulator Ofcom may have caused controversy in its time, but it has never really specialised in leaks - until now. We now have a pretty good idea of the stance Ofcom will take on the future funding and structure of public-service...
Regulation: From Light Touch to Iron Fist
In the wake of heightened media interest in the dangers of binge drinking and obesity, and with lobby groups seeking tighter regulation of advertising, Jane Simms assesses the impact on marketers. The UK advertising industry is already one of the...
Sector Insight: Canned Meals and Meats - Cupboard Staples Underpin Sales
Baked beans remain the stalwart of a sector that continues to return a steady rate of growth. THE BACKGROUND Canned meals and meats are dominated by big brands Heinz and Fray Bentos, and have traditionally been buoyed by the popularity of baked...
VisitBritain Extends UK Welcome
The UK tourism organisation is looking to use London 2012 to oust Britain's 'unfriendly and traditional' image. VisitBritain will use the 2012 Olympic Games to promote the country as 'modern and welcoming' in an attempt to shift international perceptions...
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