Marketing

Articles from July 25

Adwatch
Marketing's unique weekly analysis of advertisement recall in association with TNS. British Airways The carrier's brave campaign is beautifully crafted, and yet it falls short of greatness. And so we arrive at the crucible of the Olympic Games....
A Marketing Promotion: BrandMAX 2012 - 4 October 2012
BrandMAX 2012 brings the latest marketing thinking together, echoing the debate about how to put creativity and the magic back into a marketing world dominated by logic and economics. BrandMAX, the marketing and brand optimisation conference, is...
And Finally: We'll Call You - Subway
In Mole's day, school dinners were an unappetising affair with no options, so we were intrigued by the idea of the sandwich chain setting up shop in schools. Mktg Hi, is this the Subway helpline? Subway Yes, it is. How can I help you? Mktg...
Ashley Stockwell
Innovation and entrepreneurialism are vital in business. Sarah Shearman asks the man at the heart of many of Virgin Group's new business ventures about the state of the UK start-up scene. The UK is the world's 'leading internet economy', if figures...
Brand Barometer
Over the next few weeks, 'Brand barometer' will be highlighting some of the Olympics-themed activity by brands. Sponsors and non-sponsors will be scrutinised in an attempt to judge the effect of the money being pumped in to exploit the Games. ...
Brand Manager of the Week: Mark Nicholson, Trade Marketing Manager, Digital UK
Describe yourself in three words. Friendly, honest, fair. How would you define marketing? Giving people the chance to benefit from your product. What would you be if you weren't a brand manager? Unemployed. What advice would you give...
Chanel No 5
The perfume brand started out as a dinner-party gift and now boasts sales of about 10m bottles per year. The design of the Chanel No 5 bottle has remained a timeless classic, since the variant was created in 1921 as a modern contrast to the other...
Co-Op Branches Out
Will The Co-operative Bank's deal give it the scale to mount a real challenge, asks Alex Brownsell. Few industries have been promised as many 'new dawns' as banking, and last week The Co-operative Bank became the latest brand to pledge to shake...
Dacia
The Renault-owned Romanian marque's strategy is unashamedly value-led, writes Alex Brownsell. There was a time when entry-level car brands were the laughing stock of the UK market. Manufacturers such as Skoda and Kia were the butt of cruel jokes...
Employees Come First, Customers Second
In the first of a summer series on the internal management issues surrounding marketing, David Benady asks how marketers can champion employee engagement to the benefit of their brands. Glitzy TV ad campaigns and sports sponsorship deals may be...
Everything Everywhere Readies Consumer Push
Campaign plans cast doubt on future of separate Orange and T-Mobile brands. Everything Everywhere, the parent company of Orange and T-Mobile, is preparing to launch as a consumer-facing brand, with its first ad campaign set to go live in October....
Greater Insight Essays 2012: Carol-Ann Morgan, B2B International - Where Experience Counts
Customer experience management is a vital undertaking for any brand that cares what its users think - and say - about its products and services. Follow these six steps to putting the customer first. Putting customers at the heart of a business is...
Greater Insight Essays 2012: Greater Insight
It's not just consumers, brands, media and technology that are in transition - it seems the research market is changing and reinventing itself. The irony, of course, is that the people charged with helping brands navigate through this ever-changing...
Greater Insight Essays 2012: Greater Insight Roundtable - Diving Deeper for Re Al Pearls of Wisdom
At a special roundtable event hosted by Marketing, leading market researchers discuss their shifting roles - and how the industry can help organisations unlock the secrets of their clients and consumers. Market research in today's climate is a complex...
Greater Insight Essays 2012: Izzy Pugh - Added Value - Be a Culture Vulture - or Get Eaten by the Competition
To anticipate what your consumers will want in the future, you need to understand the culture that infuses their lives. Here are three ideas to help forward-thinking brands stay ahead of the curve. Evolve or die. It is a sentiment that rings true...
Greater Insight Essays 2012: Matthew Sell, Northstar Research - How to Relight Insight
The 'insight' label has lost its aura. To win it back, market researchers need to pinpoint areas of passion and tension, be provocative and make sure that the best ideas excite clients for longer. As data and information saturate our environment,...
Greater Insight Essays 2012: Paul Edwards, Hall & Partners - Up Close and Personal
Entering people's world over an extended period of time, rather than simply asking them to fill in a questionnaire or take part in a focus group, will reveal far more about consumer behaviour. We have more data than ever, online interviewing is...
Greater Insight Essays 2012: Roger Sant, Maritz Research Europe - Warning: There Really Is No Such Thing as a Free Lunch
Surveys and social-media intelligence both have strengths, but combining them yields the best data. We are all tempted by the lure of a virtually limitless and relatively inexpensive source of unfettered customer feedback, but should we be suspicious...
Guru
The latest generation of entry-level marketers are brimming with ideas and digital know-how, but they need a guiding hand to help them adjust to the corporate world, writes Mhairi McEwan. As a head of marketing I know that attracting fresh talent...
Laundry Detergents and Fabric Conditioners
Big brands still dominate, but bargain-hunting consumers are far from loyal, writes Jane Bainbridge. WINNERS AND LOSERS Surf Unilever's secondary brand achieved growth, in powder and liquid formats, of 9%, taking its value sales to pounds...
Opinion
The projected economic boom in more than 400 cities in emerging markets presents a thrill and a challenge to marketers. It was a much-parodied conceit of luxury brands: the tastefully displayed list of cities in which their high-end merchandise...
Profile Builder: Who Google Thinks You Are ... Anna Bateson, Marketing Director, EMEA, YouTube
- The first link is to a video on the Marketing site in which she talks about the key to digital career success. - The next is to a YouTube clip in which she speaks about child safety online. - The third result is another video, shot during a...
Shift
Consumers grappling with the fallout from the emotional recession are driving the trend toward meaningful consumption, writes Nicola Clark. One in nine of the world's children does not have access to a basic education. In many developing countries,...
Tech
The QR code has been a useful tool but often poorly implemented and frustrating for users. Where is its more intuitive and compelling successor, asks John V Willshire. Sometimes, I feel sorry for the QR code. Not often, admittedly; just whenever...
The Future of Sports Sponsorship
<Marketing> This Olympics year was tipped to be a defining time for sports sponsorship, so has it changed the rules f or deals to come? If the size of the cheque is a barometer of health, then these appear to be heady days indeed for sport...
The Marketing Society Forum: Are Celebrity Brand Ambassadors Worth the Money?
Insurance brand Privilege.com has stopped hiring famous faces for its campaigns. MAYBE - THOMAS DELABRIERE, MARKETING PORTFOLIO DIRECTOR, MARS CHOCOLATE Celebrity ambassadors are worth the money if they meet two criteria First, they must act...
This Week
<Marketing> Marketing's comprehensive digest of the most significant industry news from the past seven days. - MPs question alcohol advertising Marketing and drinks trade bodies reacted angrily after MPs on the Health Select Committee published...

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