Marketing

Articles from July 13

Adwatch: 13.07.11 - Emirates
Airline's ad brings out the viewer's inner plane-spotter but endline doesn't quite work. I'm informed that this is the first time that Emirates has made it into the prestigious Adwatch table, with what appears to be one of its biggest TV campaigns...
After the End of the World
Advertiser pressure was instrumental in last week's closure of the News of the World, but where do they go now, asks Marketing. The power that brands can exert on the media world became plain for all to see last week, when pressure from advertisers...
Andrew Walmsley on Digital: The Real Value of 'Free'
In these tumultuous times for print, an online company may be showing newspapers a better way. As George Bernard Shaw put it: 'We have established what you are, Madam; we are now merely haggling over the price.' Newspapers have never been in...
Brand Manager of the Week: Dan Shrimpton, Co-Founder, Peppersmith
- Describe yourself in three words. Enthusiastic, conscientious, ginger. - What would you be if you weren't a brand manager? I'd probably still be an accountant. There was something very comforting about the principle that for every debit...
Creative Force
Specialist agencies can do much to help brands lessen their environmental impact, but in this tough economy, it can be difficult to persuade clients and consumers to invest in 'green'. Last month environmental campaigning group Greenpeace accused...
Editor's Comment: Seven Days That Shook Marketing
It began as a spark that quickly ignited a firestorm. Just one week ago, allegations emerged that the mobile phone of murdered school girl Milly Dowler had been hacked by the News of the World Outrage spread across Twitter, Facebook and Mumsnet,...
Filling the Digital Skills Gap
Marketing directors don't need to be experts in everything, but a lack of digital understanding across the industry gives cause for concern, writes Peter Crush. The fragmentation of digital marketing, combined with cuts in training budgets, is creating...
Gaymers
The cider brand's sales are falling fast, in contrast to its stablemate, Magners, writes Rachel Barnes. When Magners owner C&C Group paid pounds 45m in 2009 for the Gaymers cider brand and its stablemates Olde English and Blackthorn, it surely...
Helen Edwards on Branding: Finding the Right Words
Even in a digital age, tone of voice is still the key ingredient to make your brand's message stand out. Friday night, centre of town. Three people approach you separately, palm outstretched, asking for money. The first takes the classic route:...
HTC Hires First UK and Ireland Marketing Chief
Handset manufacturer appoints Freesat's Atkins to lead consumer expansion. HTC has appointed its first head of marketing for the UK and Ireland, as it continues a consumer push and bolsters its European operations. The Taiwanese phone manufacturer...
Lego
The Danish toymaker's idea became a design classic and has expanded into a multimedia business. A childhood staple for more than half a century, Lego's simple, multi-coloured bricks have captivated children and adults around the world. In an age...
Marketers and the Social Divide
Many argue that effective online networking is a measure of influence, but not all senior marketers are embracing the use of social media such as Twitter, Facebook and LinkedIn, writes Adam Woods. Marketing's love affair with social media shows...
Marketing Mole: We'll Call You - Waitrose
Being cursed with poor eyesight, Mole much prefers to shop in smaller venues, so news about the launch of Waitrose convenience stores grabbed our attention. Waitrose: Good afternoon, Waitrose customer service, (gives name), how can I help? Mktg:...
Marketing Mole: Who Does Google Think You Are? Martine Ainsworth-Wells
Martine Ainsworth-Wells, Marketing and communications director, London & Partners. - The first link is to a PR Week story about Ainsworth-Wells' appointment. - The next link is to the same story, also in PR Week. - The third result pushes...
Marketing Promotion: Brands Get Creative in Print
Savvy marketers are recognising print as a powerful medium that can bring rich rewards. Marketers from Google and Which? joined industry experts to thrash out how print works best. One of the surprises of last month's Cannes Lions International...
Nike Launches Women's 'Streetwear' Collection
Nike, the world's biggest sportswear manufacturer, is going to head-to-head with lifestyle brands such as Abercrombie & Fitch and Jack Wills with its launch of a streetwear collection for women. Nike's product launches come at an important time...
Opinion: The Marketing Society Forum - in an Era of 'Content Creation', Is the Traditional Agency Model Obsolete?
Content was the big theme at Cannes this year, from Coca-Cola talking to film-makers and Unilever weighting its budgets toward online to Heineken working with Google on digital ad initiatives. YES - IDA REZVANI, MANAGING DIRECTOR, DENTSU LONDON...
Pictures Paint 1000 Words
Video-calling from Google and Facebook offers brands an exciting opportunity. The launch of Google's long-awaited answer to Facebook, Google+, has been met with cautious optimism, as it is considered by some to be more of a 'me-too' gesture than...
Profile: Favouring the Brave
Phil Chapman, chief marketing officer at Kerry Foods, believes this is the time for marketers to be more daring. Interview by Rachel Barnes. Phil Chapman, chief marketing officer at Kerry Foods, describes himself as a 'fixer and builder'. 'The...
RSA Backs 'Big Society' Volunteering Initiative
RSA has become the first brand to back the 'Big Society' project Your Square Mile (YSM) and has created an insurance product designed to enable members of the public to 'volunteer with confidence'. The insurance group has developed a public liability...
Still Keeping Their Cool
Brands are adding fragrances and formulations to attract young consumers and over-65s and counter a predicted slide in sales value, writes Jane Bainbridge. While factors such as heatwaves and exercise increase people's use of deodorants, in a sector...
The Week in Marketing
- Laurie joins L'Oreal L'Oreal has hired actor Hugh Laurie as the latest brand ambassador for its L'Oreal Paris' Men Expert male-grooming range. Laurie is expected to front a series of ads. L'Oreal said the House star's deadpan humour had made him...
Tropicana to Focus on Provenance of Its Range
Tropicana, the PepsiCo-owned fruit-juice brand, is shifting its focus from a lifestyle message to highlight the provenance of its range, backed by a multi-million-pound campaign. The push, created by DDB UK, launches next week and runs until December...
What It's Really like Inside: Nectar
- How does the team come up with fresh marketing ideas? Generally brainstorming sessions, either with the internal team or with our agencies. Out-of-office sessions always help. - Describe the marketing team in three words. Focused, friendly,...

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