Marketing

Articles from January 28

Andrew Walmsley on Digital: Denial Is No Defence
Marketers who fail to acknowledge the bigger strategic picture of online retail will pay the price. Prime minister Jim Callaghan might not have uttered the words 'Crisis, what crisis?' in 1979 (that was a headline in The Sun), but they captured...
Awards Preview: If You've Got It, Flaunt It
A Marketing Society Award for Excellence will be even more coveted in 2009. This year will prove challenging for advertisers and agencies alike, so anything that can offer a competitive edge should be unashamedly grabbed with both hands. Awards...
Brand Health Check: Innocent
As consumers count their pennies, is the game up for the premium smoothie brand? All is not well at Fruit Towers, the West London headquarters of juice and smoothie brand Innocent. At the start of the year, managing director, Jamie Mitchell, left...
Careers: What It's Really like Inside - the ECB
- What is the main marketing challenge you face? We cover all levels of cricket, from international matches to club games, so it's often difficult to prioritise our activity. - Are there any downsides? It's difficult not to feel attached to...
Carlsberg Aims to Buoy Struggling Pub Industry
Carlsberg has devised a marketing programme to help the ailing pub sector to market itself better to consumers. The initiative, entitled 'We Deliver More', will provide landlords with a web-based tool that offers a range of ways to help them attract...
Editor's Comment: NI's Invigorating Innovation
Could media owners, particularly newspapers, be accused of double standards? They implore advertisers to retain robust advertising spend through a recession while quietly taking the axe to their own marketing budget. It's not difficult to understand...
Helpline
Joe Thomas takes the hassle out of finding the right product or service - you ask the question, he'll provide the answer. SHIRT NOTICE Q: We are preparing for a few events and need to sort out some promotional items and merchandise. Who can help?...
Marketing Mole: We'll Call You - HMV
Lower prices, free delivery - what's not to like about ordering CDs over the internet? When they don't turn up, that's what. We asked HMV to face the music. HMV (After being on hold for four and a half minutes) Good afternoon, thanks for calling...
Marketing Mole: Who Does Google Think You Are? - Dominic Chambers, Marketing Director, LG Electronics European
- The first result refers to high-profile QC Dominic Chambers, who works for law firm Maitland Chambers, while the fourth and fifth results list contact details for the firm. - The second and third results do refer to LG's Dominic Chambers, but...
Marketing Special Report: Customer Publishing - the Vital Statistics
Last year was a struggle for the customer publishing sector, which faced a downturn in consumer spending as a recession loomed. However, the sector is continuing to grow steadily, with two agencies, in particular, standing out. AGENCY OF THE YEAR...
Marketing Special Report: Targeted Delivery of Telling Tales
Anxiety over the current economic downturn does not spell the end for innovation in contract publishing, writes Nicola Clark. Customer publishers are not immune from the economic downturn, and while their balance sheets may be the envy of traditional...
Marketing Special Report: The Marketers' Perspective
The customer publishing industry has grown inexorably in the past half-decade, but what do marketers and media agencies really make of the medium, asks Sarah Crawley-Boevey. Over the past five years, customer magazines have moved from being above-the-line...
Mark Kleinman on Marketing and the City: Fight to Avoid the Cut
The sprinkling of top marketers at the World Economic Forum must put the case for sustaining spend. The stunning pistes of Klosters will be even busier than usual this week. As 2500 international business and political leaders gather for the annual...
Mark Ritson on Branding: A Word on Our Sponsors
What is the link between financially strapped companies and expensive sporting tie-ups? Back in 2004, in an earlier, more innocent age, Northern Rock was proud to spend pounds 25m on sponsoring Newcastle United FC. Northern Rock chief executive...
Media Analysis: YouTube Takes on TV
Google needs big brands on its side if the video-sharing site is to bear fruit, writes Fiona Ramsay. Google has axed search commission for agencies in favour of encouraging new advertising investment in video display, despite the fact that brands...
News Analysis: Variations on a Theme
Cheap and cheeky, spoof ads are an appealing concept but need careful handling. The explosion in the number of spoof viral ads can be directly correlated to the rise in broadband penetration, which has made it easier for consumers to access and...
Online: Compare & Contrast
Traffic to price-comparison sites has risen as the economy has slowed, but Mary Cowlett warns marketers should approach them with caution. The rocketing popularity of price-comparison websites shows no sign of abating. No doubt driven by the growing...
Opinion: The Marketing Society Forum - Should Advertisers Cut Back Their Agency Rosters during a Downturn?
Procter & Gamble is consolidating its digital roster in an attempt to cut costs. It is unlikely to be alone, but is this prudent harbouring of resources or foolish recession-related short-termism? YES - CLARE SHEIKH (NEE SALMON) GROUP DIRECTOR...
Profile: The Right Consistency
James Boulton, UK marketing director at HSBC, believes 'the world's local bank' is still the mantra for our times. Interview by Alex Brownsell. Strolling through HSBC's impressive corporate HQ in Canary Wharf, East London, it is easy to forget that...
Recall: Adwatch 28.01.09 - Gocompare.Com
The price comparison site could maximise its impact with a touch of inventiveness. My biggest fear, as a creative, in advertising, in a recession, again (showing my age) is that rather than use innovative creative thinking to deliver maximum impact...
Sector Insight: Household Air Fresheners - Fresh Variants Drive Sales
The entrance of a wealth of innovative and eco-friendly products to the household freshener sector is buoying its performance. Home, sweet-smelling, home. Ever since the introduction of plug-in fresheners, there has been a revolution in the options...
The Week in Marketing
- Coke's music focus. Coca-Cola has brought together music acts Gnarls Barkley, Fall Out Boy and Gym Class Heroes for global ads carrying the new strapline 'Open happiness'. The company says music will play a central role in the campaign; a track...
Walkers Plans Relaunch to Revive Sensations
Walkers is planning to re-launch its declining Sensations brand as it seeks to claw back share in the premium crisps sector. As part of the revamp, Walkers will reduce the pack size of Sensations' regular line by 15g to 160g. The recommended retail...

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