Marketing

Articles from September 21

Adwatch 21.09.11: VW Golf Cabriolet
Insight about the relationship between car and driver taps into deeper themes. This ad has been described as 'classic VW', meaning that here we have a lovely insight, executed with charm and craft. I agree. The film cuts together scenes of people...
Andrew Walmsley on Digital: Take Aim at a New Target
As consumers shift from planned to 'in the moment' purchase decisions, marketers must catch up. Nowhere in the publishing world is there a more astonishing tale of survival than that of Radio Times. Far from struggling, it's the UK's biggest-selling...
Brand Manager of the Week: Tariq Dag Khan, Brand Manager, RatedPeople.Com
- Describe yourself in three words. Passionate, inspirational, focused. - How do you define marketing? The goal is always to make the phone ring, at incrementally lower cost. - What would you be if you weren't a brand manager? Back in...
Brands Failed by Poor Structures
A new ISBA report highlights structural problems in an alarming number of UK marketing departments, with 'siloed thinking' the main problem, writes Andrew McCormick. Something has gone awry within the marketing departments of some of the UK's biggest...
Brightness in the Gloom
Cash-strapped consumers do not seem inclined to rein in their spending on skincare: value sales are up in spite of the downturn, writes Jane Bainbridge. The facial skincare market is in rude health as the pressure on women to be groomed and gorgeous...
Editor's Comment: Why Static Pay Is a False Economy
This magazine is hardly alone in charting the profound and ongoing revolutions in technology and consumer behaviour. In such circumstances, marketers, as much as any of their senior colleagues, need to embrace new ways of working, fresh strategies...
Fairtrade Set for Switch from Fortnight Activity
Charity to reduce emphasis on annual event following retail partners' concern. The Fairtrade Foundation is to widen its focus beyond Fairtrade Fortnight in a strategic shift intended to bring about more consistent activity throughout the year. ...
Google Signs Up Brands for UK Trial of Goggles
French Connection, L'Oreal's Garnier, Sony Music and Samsung are the first brands to trial Google's 'Goggles' technology for outdoor campaigns in the UK, in a partnership with CBS Outdoor. Google Goggles, which is described as a 'virtual search...
Helen Edwards on Branding: Why Flag-Waving Is Flawed
Vauxhall's attempt to play on British pride by sponsoring home nations football teams is outdated. The most noticeable ad on air at the moment is the 60-second spot launching Vauxhall's sponsorship of the home nations football teams. The ad is an...
I Readies TV Ad Drive to Mark First Anniversary
National newspaper i, the cut-price, digest-style publication owned by Independent Print Ltd, will celebrate its first anniversary next month with a wave of TV advertising. The fresh tranche of ads is expected to follow a similar template to that...
Malibu Eyes Year-Round Appeal with Winter Line
Pernod Ricard is to roll out a series of new products for Malibu in an attempt to expand the number of drinking occasions targeted by the brand. The company is close to releasing a Malibu Winter Edition, as it tries to persuade consumers that the...
Marketing Mole: We'll Call You - Nike
Mole has caught World Cup fever and had planned to buy a rugby shirt, but problems with the numbers during England's first game gave us second thoughts. Nike: Thank you for calling Nike online customer service, how can I help you? Mktg: Hi, I...
Marketing Mole: Who Does Google Think You Are? - Simon Thompson, Managing Director for Food, Morrisons.Com
- The first link is to a Guardian story about Thompson's appointment last week - The next is also about his Morrisons.com role, at themarketingblog.co.uk - The third result pushes to an article in Marketing on the same subject - The fourth...
Marketing Promotion: Print Meets the Integration Challenge
Brands face a tough task integrating print and other media to attract consumers' attention. Marketers from leading companies debate how to find the balance in the race for engagement. In a world where brand communications are relentless, the challenge...
Marmite
The yeast extract has cultivated brand attributes as strong and idiosyncratic as the spread itself. Love it or hate it, the so-brown-it's-black and yellow Marmite jar has created a nation obsessed. More than half of the world's yeast-extract product...
Opinion: The Marketing Society Forum - Can the Centralisation of Brand Teams Lead to More-Effective Marketing?
Lloyds Banking Group, owner of five financial-services brands, has merged its separate marketing teams into a single unit with the seemingly contradictory aim of 'distinction'. Will the strategy work? MAYBE - GUY NORTH, MARKETING COMMUNICATIONS...
Profile: Fresh Rivals in His Sights
Alex von Schirmeister, VP of marketing, operations and advertising, eBay Europe, is building a platform for brands. The choice of the quintessentially English setting of Richmond upon Thames as the UK headquarters of one of the US' biggest and,...
Public-Sector Marketers' Pay Leapfrogs the Private Sector
CIM research on professionals' remuneration shows salary discrepancies both by sector and gender. Public-sector marketing salaries outstripped those in the private sector in the year to June 2011, despite cuts to government marketing spend. The...
The Age of ASOS
ASOS has its sights set on conquering the global fashion market on the back of impressive profits. Nicola Clark goes behind the scenes with Lindsay Nuttall to uncover the secrets of the online retailer's marketing strategy. Fast fashion has become...
The Fraud Detectors
Brands have long struggled to identify customers who are a bad risk, but by taking preventative measures and using credit data analysis tools they can improve their chances, writes Melanie May. The web is undoubtedly a shopper's paradise, while...
The Show Must Go On
Major venues are trying to entice thrifty brands with special deals on their corporate hospitality packages, writes Mary Cowlett. The venues that host corporate events are feeling the pinch as organisations scale back their functions in the midst...
The Week in Marketing
- Costcutter refreshes Costcutter has created a premium convenience-store format, myCostcutter, as part of a revamp of its brand proposition. The symbol group retailer, which uses the 'Proud to be local' tagline, is to simplify its fascia and introduce...
Trying Something New
Will Sainsbury's lose valuable brand equity by axeing its successful strapline, asks Matthew Chapman. First to go was Jamie Oliver, now it's the slogan. Last week, Sainsbury's, the UK's third-biggest supermarket, unveiled 'Live well for less' as...
What It's Really like Inside: Sixt Rent a Car
- How does the team come up with fresh marketing ideas? We focus on online marketing so we can respond quickly to developments in the market and stay topical. Consumers respond very well to this. We also always endeavour to add an element of humour...
Yahoo!
The brand has reacted to a sliding share price by firing its chief executive. When David Filo and Jerry Yang set up a site in 1994 entitled David and Jerry's Guide to the World Wide Web, they could not have foreseen that their company, subsequently...

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