Marketing

Articles from August 24

Adwatch 24.08.11: Match.Com
A charming romcom provides an almost perfect platform to celebrate online dating. Rebels without a cause ran riot and markets fell off a cliff: the past two weeks' TV has been a horror show. That's why the Match.com ad, spreading much-needed love...
Alan Mitchell: Reinventing Marketing - Brands Caught in a Moral Minefield
Events such as the Arab Spring and riots in England raise fundamental questions about the role of corporations in society, writes Alan Mitchell. It is 27 January 2011, and the atmosphere is tense. Demonstrators are playing a cat-and-mouse game with...
Andrew Walmsley on Digital: Square Set to Ride the Cloud
The start-up founded by Twitter entrepreneur threatens credit-card providers with a fresh model. Britain is a country in love with credit. As a nation, we owe three quarters of what we earn and, since 1966, when Barclays introduced the Barclaycard,...
Apple, Sony and M&S 'Most Defining Brands'
Apple, Sony and Marks & Spencer have been voted the top three brands that best represent life in the UK today, according to a survey by research agency BritainThinks. The company has carried out its 'Time Capsule' poll of 2000 adults, in which...
Brand Manager of the Week: Frances Ashcroft, Brand Manager, UK & Ireland, Intel
- Describe yourself in three words. Determined, sharp, savvy. - How would you define marketing? The science of successful selling. - What attracted you to your current job? The brand, quality of life and location. - What advice would...
Brands Take Hyper Island Lessons
Some of the world's biggest advertisers, including Coca-Cola, Johnson & Johnson, Sony Ericsson and Virgin Atlantic, have signed up to a digital 'boot camp' that aims to help brands restructure their marketing departments to get closer to consumers....
Digital Report: Affiliate - the New Age of Affiliate Marketing
Smartphone penetration and a plethora of engaging apps are finally making an impression on the affiliate marketing landscape, writes Trevor Clawson. Online affiliate marketing has been with us for almost as long as the web itself, and in truth the...
Digital Report: Stats and Facts
MARKET SIZE AND TRENDS Affiliate marketing drove online sales of pounds 4.6bn during 2010, a 12% increase on 2009, when the sector accounted for pounds 4.1bn of sales. Source: Econsultancy Affiliate Marketing Buyer's Guide 2010, August 2010 ...
Editor's Comment: Timing Is Right for Upbeat BA
It has been years coming: the BA campaign tasked with re-instilling trust in this country's flagship carrier airline is about to break (see page 1). Industrial strife has prevented BA from promoting its brand in the past two years, and Bartle Bogle...
Greggs
The bakery chain must arrest a drop in profits if it is to realise expansion plans, writes Rachel Barnes. Some consumers might be surprised to learn that Greggs has more than 1500 bakery shops across the UK. In a few years that number could top...
Helen Edwards on Branding: A Masterful Exchange
It might cost you a year's salary, but an MBA can get you into some very interesting conversations. The summer break is a natural time to review your career progress, and perhaps you are one of those marketers wondering whether it makes sense to...
Kids Brand Index 2011
A new report from the Brand Republic Group and research agency Harris Interactive reveals the brands that kids and teenagers like the most, and there are a few surprises, writes Cathy Bussey. Children are perhaps the ultimate marketing challenge....
Less Celebrity, More Personality
As men become more accepting of grooming products, marketers are thinking beyond sporty endorsements. For years, male-grooming brands have depended on stereotyped images of the perfect husband, the ultimate businessman and the preened celebrity...
Liberty
The London retailer used its design credentials to overcome a decline that began in the 80s and 90s. One of the oldest department stores in Britain, Liberty became synonymous with wealth and luxury soon after draper Arthur Liberty started trading...
Marketing Mole: We'll Call You - Samsung
Mole was at last ready to embrace modern technology and buy a Samsung tablet when we read of a legal dispute it has with Apple. We called to find out more. Samsung Hi, this is Samsung Mobile, how are you today? Mktg Hi, I was thinking of buying...
Marketing Mole: Who Does Google Think You Are? - Andrew Warner
Andrew Warner, Senior marketing director, customer marketing organisation, Expedia EMEA. - The first and second links are to releases in Expedia's online pressroom. - The third is also to Expedia's website, about Secret Saver. - The next result...
Opinion: The Marketing Society Forum - Should Youth Brands Rethink Their Marketing in the Wake of the Riots?
The recent outbreak of riots and looting have led many to question just where the boundary lies between 'edgy' and 'irresponsible' when it comes to marketing products aimed at young people. YES - TOM KNOX, JOINT CHIEF EXECUTIVE, DLKW LOWE The...
Playing to Their Strengths
A resurgence in breastfeeding and home cooking may hamper demand, yet brands' increasing emphasis on convenience is building sales. For years, the UK birth rate was on the rise, culminating in a mini-baby boom in the late 2000s. But 2010 signalled...
Primark to Unveil First Transactional Website
Fashion retailer plots ecommerce site to extend its high-street success online. Primark, the budget fashion retailer, is to sell goods online for the first time. The Associated British Foods subsidiary has put out a tender for a digital agency...
Profile: Cleaning out the Cobwebs
Clare Mullin, marketing director at the National Trust, has come a long way since cracking Japan for Dyson. Heritage, pride and tradition: words most brands would kill to be associated with. But then mention stuffy stately homes and the perfect...
The Doorstep Challenge
As British Gas drops door-to-door sales, brands are examining their strategies. Face-to-face marketing has been a hot topic recently, thanks to consumer campaigns, a self-imposed door-to-door sales ban by a major energy supplier and an investigation...
The Week in Marketing
- Mattel in Barbie push Mattel has unveiled its first UK-specific brand campaign for Barbie, in which it attempts to revive the toy's 'cool factor' by presenting the character as a celebrity. Two TV ads, by Ogilvy, will aim to strengthen and extend...
What It's Really like Inside: Brown-Forman Beverages
- How does the team come up with fresh marketing ideas? Inspiration comes naturally from working together. Sharing ideas means a small one can be built upon and developed by many creative minds. It also helps that all our marketers love the brands...

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