Marketing

Articles from November 10

Adwatch 10.11.10: Specsavers
The use of kids' TV characters, particularly with a retro feel, is a canny marketing strategy. AL MOSELEY, Managing partner, 180 Amsterdam The inhabitants of Happyland are still waiting for their branch of Specsavers to be opened. Why else would...
Andrew Walmsley on Digital: The Tail Doesn't Wag the Dog
The web should be leading the way brands structure their marketing teams, not the other way round. The business of persuasion is a nuanced process; as one marketer I knew used to say, 'not just a quickie in the car park'. Once upon a time, we...
Brand Manager of the Week: Meryn Pillay, European Marketing Manager, Burt's Bees
- Describe yourself in three words Adventurous, open, passionate. - How would you define marketing? Creating the excitement and desire to experience something new or remain loyal to something you love. - What advice would you give someone...
Brands Feel the 'Nudge'
Nudge theory offers ground-breaking insights into the way consumers make choices. A marketing drive designed to boost teacher recruitment rates for the Training and Development Agency for Schools (TDA) won gold at last week's IPA Effectiveness Awards....
Brylcreem Embarks on Ashes Marketing Drive
Brylcreem has launched a limited-edition cricket-themed pack to coincide with the start of this winter's Ashes Test series in Australia. While the men's hairstyling brand is not an official sponsor of the England cricket team, batsman Kevin Pietersen...
Coming out of Its Shell
Sales of nuts, seeds and dried fruit have soared recently, buoyed by a trend toward healthier eating and a wider range of flavours, writes Jane Bainbridge. Only a matter of years ago, this sector's title would have conjured up only an image of Christmas...
Digital Report: Better Connected
A growing number of brands are now creating dedicated marketing campaigns aimed directly at select groups of bloggers, but are they getting it right? Over the past 12 months targeting bloggers has become a key marketing strategy for some of Britain's...
Editor's Comment: Nudge Nudge, Think Think
Marketers have a wide choice of bandwagons to jump on, but the one with 'behavioural economics' painted on the side is creaking under the weight of its new passengers. Behavioural economics, also known as 'nudge theory', is where economics meets...
Energy Companies
Gas and electricity providers are consistently failing to satisfy their customers, writes Rachel Barnes. It's all too easy for energy companies to be painted as the bad guys With winter weather on its way and news of energy-price hikes being mooted,...
Government Marketers Urged to Prove Worth
The Chartered Institute of Marketing (CIM) has called for government marketers to address budget cuts by bringing more work in-house and demonstrating the worth of their campaigns to the public. In a report called 'Don't Stop Me Now: Marketing in...
Helen Edwards on Branding: The Contrast Ratio
Marketers can learn much from behavioural insights into the desire for unity in human consumption. As a marketer, you hear the word 'consumer' so often you can forget the human reality behind it. Consumers are people, and people are very odd creatures,...
In-Store Wars
The economic forecast may be more positive, but cash-conscious consumers are still shopping around for the best deals, making in-store marketing more vital than ever, writes Mary Cowlett. As consumers maintain their recessionary shopping habits,...
Lost in Translation
Will US fashion brand Forever 21 struggle to connect with consumers in the UK, asks Nicola Clark. In New York, the flagship store of fashion retailer Forever 21 has more daily visitors than the Statue of Liberty, such is the allure of its discount...
Marketing Mole: We'll Call You - Weight Watchers
Mole has some pounds to lose, and was excited to see Weight Watchers is changing the way it rates foods. We rang to ask if we can we have our cake and eat it. Weight Watchers: Hello, this is Weight Watchers. How can I help you today? Mktg: I...
Marketing Mole: Who Does Google Think You Are? - John Thomson, Marketing Director, Toyota GB
- The first, second and fourth links are to stories about Thomson's appointment. - The third is to a press release on Toyota's website. - The fifth link is to a Marketing story from May about a new Toyota ad campaign. Verdict This is a good...
Molson Coors Reveals Strategic Shift for 2011
Brewer plans 'unisex' advertising strategy to attract more women beer-drinkers. Molson Coors plans to relaunch its C2 brand next year after the low-alcohol lager's marketing failed to resonate with consumers. Introduced in 2004, C2 ran its last...
Opinion: The Marketing Society Forum - Does Coca-Cola Risk Losing Brand Value by Abandoning UK-Specific TV Ads?
The soft-drinks giant has indicated that after its recent global marketing restructure it may scrap UK-focused TV ads for its Coke range, replacing them with pan-European or global TV spots. NO - MIKE WELSH, Chief executive, Publicis Dialog Coca-Cola...
Profile: A Formula for Growth
John Allert, group head of brand at McLaren, is steering the F1 team's passion for excellence into new areas. Interview by Sarah Shearman. Strolling through the Norman Foster-designed McLaren 'hall of fame', past a collection of some of the finest...
The Week in Marketing
- Terry's Orange TV ads Terry's Chocolate Orange is returning to TV for the first time in three years with a campaign celebrating the ritual of opening the product. The initial ad, 'Bang bang', depicts characters using the first object that comes...
Thomas Cook Group to Boost Digital Strategy
Thomas Cook is boosting its ecommerce offering as it looks to become the UK's most-visited travel agent online. Thomas Cook Group has appointed BSkyB's head of online sales and marketing, Louise Mullock, to lead the drive in the new role of group...
What It's Really like Inside: ValueClick
- How does the team come up with fresh marketing ideas? Fortunately, it is something we have never needed to actively cultivate - it is just something that happens naturally. - What are the perks of the job? The major perk is intangible -...
Xbox Shakes off Halo Effect
Microsoft wants its Kinect control system to help the Xbox 360 tap a broader audience. Microsoft believes that money talks - especially at Christmas. Today (Wednesday), its motionand voice-sensitive Xbox Kinect hits UK stores. It is backing the...

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