Marketing

Articles from July 15

Adwatch 15.07.09: Asda
The supermarket's ads convey a sense of solidarity with the people in gloomy times. It was only last Tuesday that I was cheering as the British Chamber of Commerce (BCC) handed us the recessionary version of 'peace in our times'. Peace had been...
Andrew Walmsley on Digital: Plastic Fantastic
Far from sealing the fate of the newspaper industry, a new generation of e-readers may be its saviour. At 912 pages, Roberto Bolano's novel 2666 is two inches thick. At 500g, it represented more than 8% of my hand-luggage allowance, and 35% of the...
Bring Me Sunshine
Consumers are tiring of brands' focus on price, leaving them ready for an era of positivism, writes Suzy Bashford. The recession has been a collective trauma for consumers. The first stage was shock, followed by denial and then paralysis. People...
EDF Green Event Stings Rivals into War of Words
Can escalating claims of green credentials benefit energy firms? Last week, environmental marketing was very much back on the agenda, as the UK's biggest energy companies quarrelled publicly over which was the greenest. French-owned EDF Energy...
Editor's Comment: Lights, Camera, Branding
It's amazing what a recession can do to deliver clarity for a decision on whether certain projects should accept cash from brands. I might be wrong, but try as I might, I cannot imagine that the UK film industry would have actively formalised plans...
Helpline
Joe Thomas takes the hassle out of finding the right product or service - you ask the question, he'll provide the answer. TO CAP IT ALL Q: We want to take some clients on an adventure weekend later this year and thought we could give out some...
Marketing Mole: We'll Call You - EDF Energy
The 'Green Britain Day' TV ads caught our eye, so we called up to find out whether Olympian Victoria Pendleton would be at a street party near us. EDF Energy Hello, this is EDF Energy, how can I help you? Mktg I'm calling up about a few ads I've...
Marketing Mole: Who Does Google Think You Are? - Kellie Fernandes, Head of Global Marketing, Green & Black's
- The first two listings push to LinkedIn profiles, the second of which is for a 'Kelly' Fernandes. - The next two results link to Marketing: a profile piece and a push to the Little Black Book. - The final reference is to a Facebook profile...
Marketing to the Over-50s: The Many Shades of Grey
It's time for marketers to reappraise marketing to the over-50s and stop treating them as a homogenous mass, writes Nicola Clark. There are nearly 21m consumers over the age of 50 in the UK, representing 34% of the population. According to Saga,...
Mark Kleinman on Marketing and the City: ITV's Big Decision
Advertisers need to speak up and bring their influence to bear as ITV chooses its next leader. As ITV plods its way through the process of recruiting a new leader, it is tempting to wonder whether the broadcaster should borrow some lessons from...
Mark Ritson on Branding: GM May Be Lost in the Rush
Coming out of bankruptcy ahead of schedule will not necessarily be a good thing for the car firm. On Friday, GM, something of a branding basket case in recent times, surprised everyone by coming out of bankruptcy protection after only 40 days. ...
More Than a McJob
Brands are using recruitment drives to boost their image and change perceptions. McDonald's recent appointment of VCCP to handle its recruitment advertising is the first time the fast-food chain has used a non-specialist ad agency for this task....
MySpace
Now lagging behind Facebook and Bebo, MySpace is crying out for a strategy rejig. MySpace launched in the UK in 2006, having already established itself in the US market, targeting the 16- to 34-year-old music fans it believed were gold dust to advertisers....
Opinion: The Marketing Society Forum - Should a Drink's Calorific Content Be Given Equal Importance to ABV?
A recent report on public health says that greater prominence should be given to the calories we consume in alcoholic beverages, but this has been rejected by senior figures in the drinks industry. YES - MAGGIE LONERGAN, MANAGING DIRECTOR, MAYNARD...
Private Passions
Can consumer concerns about the monitoring of their online activity be allayed? Behavioural targeted advertising has hit the headlines again. Less than two years after Facebook's controversial ad system, Beacon, sparked an outcry, behavioural targeting...
Profile: Mapping the Journey
Andrew Shelton, marketing director at Virgin Holidays, recognises the importance of precision and planning. Interview by Alex Brownsell. It is difficult to tell whether Andrew Shelton, marketing director at Virgin Holidays, is enjoying life in the...
Recession-Proof Your Job
Marketers need to invest more time and effort in training and development and embrace new technology to emerge from the financial doldrums unscathed, writes Nicola Clark. In one of his most withering attacks on Gordon Brown, in 2006 David Cameron...
Rowe Parts Ways with Tesco Personal Finance
Paulette Rowe has left her position as commercial and marketing director at Tesco Personal Finance (TPF) by mutual consent with her employer. It is not known whether she has another job to go to. Rowe was poached at the end of last year from Royal...
The Perfect Pitch
Outdoor holidays are rising in popularity as consumers seek more budget-friendly alternatives to pricey minibreaks, writes Jane Bainbridge. Camping has become cool. Tents are state-of-the-art, designer equipment is de rigueur and campsite facilities...
The Week in Marketing
- Rail safety campaign. Network Rail has launched a poster campaign to discourage people from trespassing on Britain's railways. The campaign, created by ad agency Aqueduct, shows coffin-shaped sleepers with brass plaques detailing how trespassers...
UK Film Council Seeks Brand Ties for Funding
The UK Film Council is turning to brands to help secure the financial future of British film. Although box-office takings reached a record pounds 850m last year, British filmmakers are struggling to secure funding from broadcasters and traditional...
Unfulfilled Promise
Brands and newspapers risk their reputations if tie-ups fail to meet demand. When the News of the World ran a promotion offering a 'Free Saks haircut for every reader' in its Fabulous magazine earlier this summer, it generated a massive response....
What It's Really like Inside: Penguin
- How do you come up with new marketing ideas? Because of the size of our budgets (very small), we need to invent ideas that will help us to punch above our weight. We watch closely what happens in other sectors, speak to agencies and draw a lot...