Marketing

Articles from November 11

Adwatch 11.11.09: Patak's
The ad replaces one version of romanticised history with an equally false revisionism. So, what do we have here? The Hovis of the East. And why not? If it works for the country's classic bread brand - and it's supermarkets, high-street stores, washing...
Alan Mitchell: Reinventing Marketing - beyond the Quest for Influence
Marketers in thrall to the idea of influencing consumers' decisions are missing the rich opportunity presented by the shift in the ways in which people are making purchases, writes Alan Mitchell. If you had to pick the most damaging sentence ever...
Amanda Andrews on Media: C4 Needs Another Lobbyist
Although Lord Burns is a key appointment, the broadcaster also needs a strong chief executive. With 'Lord Fixit', aka Lord Burns, next in line for the chairmanship at Channel 4, let's hope this will be the start of the broadcaster's road to recovery....
Andrew Walmsley on Digital: Who Goes Where?
Indiscriminate online tracking weakens trust and fuels the use of advertising-avoidance software. The famous New Yorker cartoon reads: 'On the internet, nobody knows you're a dog.' Peter Steiner, whose cartoon showing two canines conversing in front...
Betting on the Grass Roots
Oscar Nieboer, global brand and marketing director at Betfair, is using fans' rivalry to build the online bookie's success. Interview by Ed Kemp. Recalling the day he held a press conference with Sir Alex Ferguson to announce the brand's sponsorship...
Brand Manager of the Week: Lucy Palmer, Marketing Manager, ABC
- Describe yourself in three words. Passionate, feisty and blonde. - How would you define marketing? Listening to and talking to people. - What advice would you give to someone starting their marketing career today? Think like a consumer,...
Deficit of Trust
Government plans to launch three banks create particular marketing challenges. Under pressure from the European Commission, last week Chancellor Alistair Darling unveiled plans to add three banks to the British high street by breaking off chunks...
Design Case Studies: Brands Willing to Take Risks Will Establish Lead in Design Game
Agencies must beware the trend for safe, comfortable design, and instead make brave choices, writes Richard Abbott. Attendees at last week's Marketing Design Awards will have come away feeling that the design industry is in rude health, considering...
Editor's Comment: Fresh Shoots for Finance
There are no superlatives left to describe the depths to which the reputation of banks has plummeted. In the eyes of many, they can simply do no right. As the financial-services sector licks its wounds, it will be the job of marketers to craft and...
Going with the Flow
Value is up but volume sales are falling as consumers' purchasing habits shift, driven by health and price considerations, writes Jane Bainbridge. From the upsurge in home-cooking to the assimilation of the Mediterranean diet by health-conscious...
Having a Field Day
Field marketing is coming into its own as marketers focus on maximising sales potential, writes David Benady. Brands with tight promotional budgets are increasingly turning to field marketing to get noticed by consumers. It can be of particular...
Helpline
We take the hassle out of finding the right product or service - you ask the question, we'll provide the answer. A DRESSY OCCASION Q: We want some of our employees to dress up in costumes for a big promotional event. Could you suggest a company...
ITV Hails Recovery as X Factor Drives Ad Sales
ITV has predicted that the TV ad market is stabilising. However, with marketers keeping a firm grasp on budgets for next year, the broadcaster may have been a little premature in announcing its recovery. Autumn has brought some much-needed respite...
Levi's
Lacklustre marketing has done nothing to stem a fall in the denim brand's sales, writes Joe Thomas. Flat Eric is long gone and Levi's latest brand mascots - Bernie, Fingers and Hopper - have failed to make a similar impact on the public. The...
Marketing Mole: We'll Call You - Frank
Mole has been known to dabble in the odd spliff (we never inhaled), so we rang the drugs advisory service to find out what its reclassification would mean for us. Frank: Hi, you're through to Frank, how can I help? Mktg: Hi, I know that there...
Marketing Mole: Who Does Google Think You Are? Mikah Martin-Cruz, Marketing Director, Samsung UK
- The first two results are for Martin-Cruz's LinkedIn pages - a directory for his name and a direct link to his former profile while he was at Sony. - The third link is to a list of articles about Martin-Cruz from Accessmylibrary.com. - The...
Mark Ritson on Branding: Locate the Emergency Exit
Having the wrong man in charge can be disastrous for a brand, as British Airways is discovering. You're on a plane. You feel a shudder somewhere under your seat. Then another. With a disconcerting 'ping', the seat belt light above your head is illuminated...
MasterCard in Shift to Product-Led Strategy
MasterCard will move away from its brand-led marketing strategy in an attempt to better communicate its range of products and services. MasterCard's group general manager UK and Ireland, Hany Fam, is leading a three-year reorganisation that will...
MEC Wins IPA Grand Prix for Morrisons Ad
Other winners include ads for the BHF, TfL and Halifax, writes Alex Brownsell. Mediaedge:cia (MEC) was awarded the Grand Prix at Monday night's Institute of Practitioners in Advertising (IPA) Effectiveness Awards for its work on Morrisons' 'Let's...
Opinion: The Marketing Society Forum - Could Crowd-Sourcing Be a Useful Way to Generate Advertising Ideas?
Unilever has asked the public to make suggestions for fresh advertising for its Peperami 'Animal' character, and possibly opened the gates for more brands to follow in its footsteps. NO - JAN GOODING, MARKETING DIRECTOR, AVIVA If you have a brand...
Promotion: Design Case Studies - Blue Marlin - How to Give Consumers Exactly What They Want
Customer-journey insight enables brands to understand their customers' needs and align their products to expectations, thus ensuring satisfaction. Getting a mortgage is a big deal. The bank shouldn't reward you with a plastic folder - you are buying...
Promotion: Design Case Studies - Landor Associates - Today, Even the Biggest Brands Can Be Personal
Technology's biggest gift to brands is the opportunity to offer intimacy on a grand scale, where personal service is married with international reach. At the turn of the 20th century, brand experiences were human, personal and local. Reputations...
Simply the Best
The industry gathered in London to recognise the most impressive design work. A cutting-edge store concept by clothing retailer Timberland has scooped the top prize at the relaunched Marketing Design Awards. The unique, timber-clad design at...
Starbucks Brings in 'Heritage' Logo
Starbucks is rolling out 'retro' branding across its UK stores as it looks to tap into its origins as a local coffee house. Last week, the coffee chain opened its first store to feature the branding, on Conduit Street in London's West End. The...
The Price Is Right
Brands adding value lines must be careful to establish the right positioning, writes Amy Golding. As recession-hit consumers remain vigilant about their spending, marketers are rolling out value propositions aimed at luring them into shops. Most...
The Week in Marketing
- Waitrose seasonal ad Waitrose is to unveil a Christmas ad campaign featuring rising classical music star Camilla Kerslake, the first signing to Gary Barlow's Future Records label. The campaign, created by MCBD, features the song How Can I Keep...
What It's Really like Inside: HMV
- Describe the marketing team in three words. Passionate, dedicated, family. - How do you come up with fresh marketing ideas? We work closely with our agencies - venturethree, QD and Libertine, but discussion and ideas are welcomed within...

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