Marketing

Articles from July 9

Adwatch: Wrigley's Orbit Complete - 'Fighting Invisible Plaque'
Brands that enjoy monopolies get lazy. They put innovation on the back burner, set prices as they please and create dreary, generic communications. That is, of course, until a successful competitor from abroad recognises a sitting duck and piles...
Andrew Walmsley on Digital: UK Can't Opt out from a Global Reality
The media village is a term often used (conscious of its irony) to describe the close-knit, almost incestuous community that has built up around the business in the UK. It is a self-deprecating description - perhaps a function of British reserve,...
BA and Virgin Forced into Joint Ads
Airlines finance two-week campaign to inform passengers of their compensation rights in the wake of price-fixing. British Airways and Virgin Atlantic have been ordered by a US Federal Court to finance an advertising campaign to alert consumers to...
Brand Health Check: Daily Sport
A recent shift upmarket to compete with The Sun and Daily Star has done little to bolster the paper's sales. In the late-80s, it was considered the height of hilarity for any self-respecting sixth-form boy to plaster the walls of the common room...
Brand Revitalisation: The Rebranding Challenge
Changing a brand's name can bring a host of benefits, but the time, place and strategy behind it must be right. The 200-year-old British financial brand Norwich Union has little time left. It is soon to be replaced by the less patriotic-sounding...
Careers: What's It Really like Inside - Pret A Manger
- What is the main challenge that the marketing team faces? Driving home the message that we make our food in each shop's kitchen every morning, and communicating its nutritional value. - How does the team come up with marketing ideas? I'd...
Design: Design Agency Leagues - Marketing League Table
Design agencies have an important and enduring part to play in the marketing mix, but proving the ROI they can offer is vital to the industry's continued success, writes Scott Billings. It is perhaps a little unfair to start by evoking a design...
Editorial: London Sends a Clear Signal
At last, we have something positive to report. Visit London has introduced a fresh logo - and it is rather good. So often, new logos are given a rough ride by consumers and in the media. Everyone has an opinion about them, particularly when they...
Helpline
Joe Thomas takes the hassle out of finding the right product or service - you ask the question, he'll provide the answer. TOP COPIES Q: We need to duplicate a DVD that we have produced to hand out to attendees at a corporate event. Who can help...
Kellogg Declares GDA 'Victory'
Kellogg has urged proponents of traffic-light nutritional labelling to concede defeat following the widespread adoption of guide-line daily amounts (GDAs) by European and UK food manufacturers. Managing director Greg Peterson said it was time to...
Marketing Mix: We'll Call You - NHS Smoking Helpline
A year on from the ban, Mix is sick of losing its place at the bar when it needs to pop out for a fag. Time to take action. NHS: Good afternoon, thank you for calling the NHS smoking helpline, my name is Chris. Mktg: Hi. I'm after some advice....
Mark Ritson on Branding: Abercrombie Has XXL-Sized Problem
There are few bigger fans of Abercrombie & Fitch than me. I may not be able to squeeze into any of its clothing, but this is a company that fits perfectly with my idea of what makes a great brand. Founded in 1892 by David T Abercrombie, it took...
News Analysis: Big-Screen Draw
Cinema advertising is booming, but the trend could be short-lived as brands tighten their belts, says Alison Donnelly. Despite reports of falling box-office receipts, cinema advertising has become a booming sector of late as major brands have continued...
News Analysis: Brushing Up on Parenting Skills
As food brands shift their focus away from children, they must ensure the resultant strategy is robust. After years of ignoring parents in favour of their children, brands, particularly in the food sector, have found that legislation and growing...
News Analysis: Right Words at the Right Time
Marketers aiming to refresh their brand must not see the strapline as an easy target, writes Gemma Charles. For every advertising strapline that enters the public lexicon, dozens more sink without trace or, perhaps worse, suffer the ignominy of...
Opinion: The Marketing Society Forum - Do Supermarket BOGOF Deals Encourage Unhealthy Lifestyles?
Last week, the National Consumer Council's Anna Fielder claimed that supermarket BOGOF promotions are more to blame than the ad industry for fuelling unhealthy eating. CHRIS DRY, MANAGING DIRECTOR, 141 WORLDWIDE/LONDON. MAYBE. It depends what...
Profile: Flourishing in a Harsh Climate - Matthew Batstone, the Economics Group
Matthew Batstone Group strategy and marketing director, The Economist Group. The Economist Group may have just posted one of its strongest sets of financial results, bucking the widespread corporate misery in the print media, but its marketing boss,...
Raymond Snoddy on Media: Papers Must Heed Web's Death Threat
Death has always been good news for newspapers; the more violent and tragic, the better. Even at the more modest end of the market, expected death is good business, too, thanks to obituaries, funeral announcements and paid-for tributes. Now, not...
Sector Insight: Cinemas - Still Reeling in Audiences
Cinemas have withstood the home-entertainment boom, though older customers are scarce. THE BACKGROUND In an age of on-demand entertainment, much of it involving solitary or only remotely sociable pursuits - from sitting at a PC, communicating...
Visit London Unveils Fresh Logo to Back 2012 Olympics Activity
Visit London will roll out a fresh global identity ahead of the 2012 Olympic handover in Beijing next month. The capital's official visitor organisation has scrapped the original Visit London logo, created by Wolff Olins, as well as consumer brand...
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