Marketing

Articles from January 21

Amanda Andrews on Media: Press Must Seek Solutions
National and regional newspapers alike will need an innovative approach to survive the downturn. If you turn the clock back to the 80s and 90s, you could not go anywhere in central London without hearing 'Standard! Standard! Read all about it!'...
Andrew Walmsley on Digital: Unfinished Business Costs
Online retailers should be measuring the number of customers who check out before the checkout. Barely a day goes by without Robert Peston's bouncy commentary on our economic woes. Interest-rate cuts, high-street closures, unemployment - it's perhaps...
Brand Health Check: The US
Will a change of administration be sufficient to rehabilitate the superpower's image? With the sort of feverish coverage one would imagine the second coming of Christ might inspire, Barack Obama was this week inaugurated as the 44th US president....
Careers: What It's Really like Inside - BT
- How do you come up with fresh marketing ideas? Because we are such a big company, just talking to other parts of the business generates plenty of ideas. - What are the perks? Working with world-class people and the international culture....
Coke Zero Share Slides to Lowest since 2006
Coke Zero's market share has fallen to its lowest level since December 2006, despite multimillion-pound tie-ups with the latest James Bond film and footballer Wayne Rooney. The Coca-Cola sub-brand, which made its debut in July 2006 and was backed...
Economy: Lessons from Past Recessions
Should marketers spend more, less or the same on their brand during the downturn? Jane Simms asks those who made it through the last economic squeeze what the experience taught them. There cannot be a marketer in the country that has been unaffected...
Editor's Comment: Car Ad Ruling Won't Cut CO2
One cannot help but feel sympathy for the car industry, which is suffering more than many other sectors at the moment. However, its concern about the CO2-emission information that the DfT is proposing to compel manufacturers to put on posters is...
Helpline
Joe Thomas takes the hassle out of finding the right product or service - you ask the question, he'll provide the answer. AD APPEAL Q: Our company needs some assistance with creating and producing a TV ad. Can you suggest anyone? A: Give The...
Marketing Mole: We'll Call You - Ibis Hotels
After a damning Which? report on the cleanliness of its hotels, we called Ibis to see whether the bedbugs would bite if we booked a room at the chain. Ibis Good morning, customer relations. Mktg Hi, I was looking to make a booking with you at...
Marketing Mole: Who Does Google Think You Are? - Philip Clough, Global Brand Director, the Body Shop
- The first result links to a profile on the pipl.com site. - The second lists a profile of Clough from Marketing in August 2008, detailing his career and views. - The third and fourth listings are Facebook profiles, only one of which refers...
Mark Ritson on Branding: The Presidential Seal
With his as-yet unblemished global profile, brands are eager to exploit any ties with Barack Obama. More powerful than the Pope, sexier than Jude Law, more widely admired than Tiger Woods and more famous than Elvis: the 44th President of the United...
Media Analysis: ITV's CRR Exit Strategy
Hopes of having its trading terms revised rest on an uncomfortable admission, writes Jeremy Lee. From 'Britain's favourite button' to a tacit acknowledgement that advertisers no longer need ITV1 in their communication plans, the broadcaster has...
News Analysis: Battle for the Ballot Box
Will negative campaigning or digital initiatives triumph at the general election? As a general election draws ever closer, the two main political parties have started to flex their marketing muscles. Depending on which political commentator you...
News Analysis: Can Unilever's Brand Fit All?
Unilever's inclusion of its logo in ads raises issues about how cohesive it will be. What do fans of Persil and Pot Noodle have in common? It sounds like the start of a bad joke, but the brands' owner, Unilever, reckons it has the answer. Last...
Opinion: The Marketing Society Forum - Is Irritating Synonymous with Effective When It Comes to Ads?
In last week's issue, Marketing revealed the most irritating ads of 2008. Should those included on the list feel embarrassed at the annoyance caused, or proud of their undoubted impact? MAYBE - SCOTT JEFFERSON, GROUP MARKETING DIRECTOR, GREGGS ...
Profile: Making Sense of It All
Kristof Fahy, vice-president of marketing, Yahoo! Europe, is passionate about taking the company back to its roots. Interview by Fiona Ramsay. In contrast to the stark white offices of Yahoo!, where our meeting takes place, the company's vice-president...
Recall: Adwatch 21.01.09 - John Lewis
The retailer has avoided the temptation to skimp on quality in a sea of panicked sales ads. The prospect of writing a column for Adwatch this week filled me with dread. The world of commerce is on its knees, and in the list of top 20 TV spots, from...
Recruitment: Should You Stay or Should You Go?
An alarming number of redundancies have hit the headlines in recent weeks - but are marketers who sit tight in this climate sacrificing career advancement for job security, asks Nicola Clark. Marketers operate at the sharp end of a recession. As...
Sector Insight: Nuts, Seeds and Dried Fruit - Filling the Snack Gap
Nuts, seeds and dried fruit are well-placed to benefit from the shift toward healthier snacking and a rise in home-cooking. For anyone still sticking to their new year's resolutions and eating healthier foods, it will come as no surprise that people...
The Week in Marketing
- Kids' charity TV work. Action for Children has launched the second phase of its 'As long as it takes' activity to boost awareness of the need to support young people It will include the charity's second piece of TV work, featuring an autistic...
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