Marketing

Articles from April 13

Adwatch 13.04.11: Bernard Matthews
Turkey-promoting campaign is strategically sound, but tests the bounds of credibility. I have learned a valuable lesson in recent months. Only ever be nice about other people's campaigns. They are like other people's children - they may look odd...
Andrew Walmsley on Digital: Privacy Is a Case of Respect
The availability of personalised data to marketers should be the least of consumers' worries. Facebook is now the CIA's most successful intelligence-gathering programme, with Congress recently voting to boost funding for it at the expense of other...
A Risky Rebrand? Probably
Will a unified global campaign dilute the lager brand's connection with UK drinkers? Carlsberg has grand ambitions: it aims to double the profit of its flagship lager brand by 2015 and become the fastest-growing global brewer. While chief executive...
Brand Manager of the Week: Anja Weise-O'Connor, Brand Manager, Jose Cuervo
- Describe yourself in three words. Passionate, straight-talking, positive. - What would you be if you weren't a brand manager? I'd own a club for people who just want to be themselves. There is too much in society about what you are and not...
Dyson
In the first of a series, Marketing looks at how Dyson's 'better by design' ethos has driven its success. Mention of Dyson might spark thoughts of entrepreneurial zeal and British innovation. Further thoughts of the brand, ranked 31st in Superbrands'...
Editor's Comment: The Liability of Brand Rooney
Roooooooooooney! Imagine this bellowed by 75,000 voices at Old Trafford and you start to appreciate the hero worship that a football star can inspire. On the pitch, his skills are sublime. But it seems most, if not all, of Mr Rooney's brains are...
Helen Edwards on Branding: United We Understand
Conducting research with, rather than on, people can give incisive glimpses into their behaviour. Researchers probing human behaviour have always confronted a problem: how do they know whether respondents are actually telling the truth? Classically,...
Marketer of the Year Poll
It has been a challenging year for marketers, but there have been outstanding performers on the stage. These are the nominees for The Marketing Society Marketer of the Year 2011 - to be voted on by you, the readers of Marketing, and presented at...
Marketing Mole: We'll Call You - the Met Office
Moles, being burrowing mammals, are susceptible to changes in the weather, so last week's unseasonably warm spell got us worried about ground conditions. Met Office: Met Office, good afternoon, how can I help? Mktg: Hi, I'm calling to find out...
Marketing Mole: Who Does Google Think You Are? Martin George, Managing Director of Group Development, Bupa
- The first link is to a piece about George's appointment, but the focus is on a high-profile court case relating to his time at British Airways. - The second, third and fourth links are to articles, including a recent profile of George, on the...
Marketing Special Report: Open Source: The Art of Creative Collaboration
Crowdsourcing design brings consumers closer to brands, but is there a risk that it devalues the professional design process, asks Scott Billings. Collaboration is the buzzword of the moment. In the era of mass social networks, open innovation and...
Oddbins
The long-struggling wine retailer has become the latest to enter administration. Remember Threshers? What about Unwins? Will we soon be asking, remember Oddbins? The off-licence chain, founded in 1963, went into administration last week after...
Online Industry Steels Itself for DCMS Report
Government department set to back self-regulation of behavioural targeting. Brands are bracing themselves for more online regulation as the European Union and the Department for Culture, Media and Sport (DCMS) turn their attentions to behavioural...
Opinion: The Marketing Society Forum - Is the Concept of Brands Having a Lead Creative Agency Outdated?
Diageo has announced plans to let the agency with the 'best idea' take the lead role in delivering the brief, regardless of discipline, as it looks for a more collaborative approach across its roster. YES Tricia Weener, Head of marketing, Europe,...
Paddy Power Targets Wayne Rooney Signing
The decision by Coca-Cola to end its deal with footballer Wayne Rooney has placed the sponsorship industry on alert, with brands considering an approach for the Manchester United and England star. The soft-drinks company confirmed last week that...
Profile: Making Global Connections
Doug Bewsher, chief marketing officer at Skype, wants the telecoms brand to be a valued part of society. Interview by Sarah Shearman. For a communications company, Skype's offices in London's Soho are eerily quiet. That could have something to do...
Red Tractor Body Aims to Boost Food Kitemark
Assured Food Standards, the organisation that runs the Red Tractor Assurance scheme, is launching a campaign to improve awareness of its quality mark. The not-for-profit body, which represents 78,000 farmers and food processors, has hired creative...
Struggling to Earn a Crust
It is only the rising price of bread that is keeping the sector buoyant, as health-conscious consumers opt for cereal at the breakfast table. As the anticipation surrounding the royal wedding mounts - at the very least driven by the thought of an...
The Week in Marketing
- Peugeot fills UK role Peugeot has appointed Morgan Lecoupeur to the role of UK marketing director, following the departure of Christian Stein to rival Seat Lecoupeur moves from Peugeot Austria, where he was director of marketing and quality. He...
This Time It's Personal
Two services that enable consumers to profit from their personal data are shaking up the direct marketing sector. David Murphy reports. The trade in personal data, be it names, addresses, postcodes or email addresses, has grown by stealth. The direct...
@Twitter: Advice on #Brandedpages
As Twitter explores ways to increase its revenue from advertising, Rachel Barnes asks marketers what they want the site to offer. Almost 500,000 Twitter accounts were set up every day last month, taking the site to an estimated 225m registered users...
What It's Really like Inside: G&J Greenall
- How does the team come up with fresh marketing ideas? G&J Greenall is a distillery, so we play around with botanicals and ingredients, take inspiration from cookery books, chefs and taste trends and look at what others in the industry are...

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