Marketing

Articles from June 2

Adwatch: Clarks - 'Emily'
'Be your own label,' says Clarks shoes. Cobblers, I reply. Give me a label that doesn't make me feel like an old analogue radio, and stop being so lazy. Clarks is part of the nation's fabric. The brand is as famous as Winston Churchill, but sadly...
Brand Builders: Green People
A little girl's eczema inspired the creation of this chemical-free toiletries brand. Jane Bainbridge reports. There are many motivations behind the entrepreneurial spirit. Some want to be their own boss, others see money, and a few are driven by...
Brand Experience: Beyond Sampling
Experiential marketing has evolved into a tangible and highly engaging discipline - and clients are taking advantage. Drew Barrand reports on exclusive research into the growing use and reputation of the medium. It would be a surprise if there is...
Brand Health Check: Bmi
In the process of overhauling its business model, the airline has muddied its brand values. Can it maintain its cachet as a business carrier while adopting budget pricing? Bmi, the UK's second-biggest full-service airline, has traditionally been...
Careers: What's It Really like Inside - Innocent
Do you get to drive around in those Innocent cow vans? Absolutely. One of the best things is that after a while you forget you are in one and you drive around imagining the whole world is smiling just for you. That makes you smile, and so the karma...
Editorial: A Hollow Argument for Product Placement
'Maybe later' was Ofcom's response to broadcasters and advertisers who had been cajoling for greater relaxation of the rules on TV sponsorship and product placement ahead of the new Broadcasting Code, unveiled last week. Like children eager for a confection...
Financial Services: Playing by the Financial Rules
Stricter regulations over the marketing of financial services are designed to protect consumers. But are they also stifling creativity, asks James Curtis. Financial services marketers are getting rather hot under their collective starched collar,...
Helen Dickinson on Retail: Bangalore Is near Enough to Deal with Queries
Did you hear the one about the major UK retailer that ran its customer call centre from Bangalore, its human resources operations from Bangkok and its payroll from Barcelona? Of course not. That would be ridiculous. Or would it? Until recently,...
Helpline
Ed Kemp takes the hassle out of finding the right product or service - you ask the question, he'll provide the answer. SHOW YOUR METAL Q: I work for an extreme sports clothing company that regularly attends trade fairs and exhibitions. We are...
Interactive Works: COI Army Recruitment - 'Eyes', 'Airstrip'
Interactive TV advertising has come a long way over the past five years. Initially people had high expectations of the medium. Indeed, they were very high, and this was the problem, both from the client and agency sides. It led the interactive TV advertising...
Marketing Mix: We'll Call You - Orange
We asked the mobile operator if our phone bill could be having a detrimental effect on our health as well as our wealth. Orange Hello, Orange customer services, how can I help today? Mktg I'm just sorting out my bill and am shocked at how much...
Mark Ritson on Branding: You Don't Know What You've Got till It's Gone
Last week an unlikely story began to unfold regarding the British Airways' London Eye. The South Bank Centre (SBC), which owns part of the land on which the 135m-high wheel is anchored, had attempted to increase the pounds 65,000 a year rent paid to...
Media Analysis: Kit Kats in Corrie?
Product placement is coming to our TV shows. How much control will brand owners have, asks Colin Grimshaw. Scenes in top UK TV shows are about to be given a dose of commercial reality, following Ofcom's confirmation, when it unveiled its Broadcast...
News Analysis: A Stitch in Time
New Look has bucked the high-street sales downturn by following a 'fast-fashion' strategy, writes Claire Murphy. Marks & Spencer chief executive Stuart Rose did his best last week to put a positive spin on the store's 20% drop in annual profits...
News Analysis: Out with the New, in with the Old
French wine has fallen off the radar in the UK, but an Australian owner could help revive its fortunes. New World wines, from Australian Chardonnays to Californian Merlots, have made great inroads in the UK in recent years, so much so that six of...
Opinion: Marketing Society - 'Wow' Factor Lies in Products
Sony's recent announcement that it hopes to revitalise its brand with a pounds 100m ad campaign is rather like a losing football team hoping a nice new kit will get it back to winning ways. The company is working on an image makeover when what it desperately...
Presswatch: Party Poker - 'Poker Face'
The card game of poker is shaping up as fuel for the next dotcom boom, as more and more people are starting to play online. With the lack of accessible casinos in this country, home games are becoming more and more popular - but not as popular as internet...
Profile: In the Driving Seat - Rob Smettem Marketing Director, Chevrolet UK
Celebrity Love Island, ITV's reality dating show, has taken a lot of criticism recently, but it has at least one fan in the form of Rob Smettem, Chevrolet's UK top marketer. It is probably not the sight of Abi Titmuss cavorting in a skimpy bikini...
Raymond Snoddy on Media: What Do We Want? Programmes, Not Gimmicks
The start of an important trend can sometimes be spotted hidden in a few paragraphs deep within an article in a relatively obscure publication. So it was when a very careful reading of Ariel, the in-house journal of the BBC (once referred to as...
Sector Insight: Sugar Confectionery - Sweets Turn Sour
Health concerns and the falling number of under-15s are hitting sweets sales, writes Jane Bainbridge. THE BACKGROUND Sweet manufacturers are in a tricky position. As part of a sector that has thrived on selling sugary treats to children, they...

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