Marketing

Articles from November 18

Adwatch 18.11.09: Kingsmill
Insights are the victim in the bread brand's rush to embrace the new in its latest campaign. A lot is possible right now. It is a genuinely exciting time to be doing what we are doing. There are no winning formulas, no givens, no lines that cannot...
Andrew Walmsley on Digital: Breaking Down the Walls
The 'walled-garden' mentality failed on the internet and now faces a similar fate in the TV industry. The small wastepaper bin filled with popcorn is pounds 5; a fizzy drink so cold it gives you frostbite on the way in is pounds 3. No cinema visit...
Brand Manager of the Week: Nicola Fisher, Marketing Manager, Heal's
- Describe yourself in three words. Fun, organised and caring. - What would you be if you weren't a brand manager? I am a qualified beauty therapist so something in the beauty industry. - What advice would you give someone starting their...
Direct Marketing: Charting the Route to Integration
Traditionally, ad agencies brand-build while direct specialists acquire and retain customers. However, as more marketers assign direct agencies to multi-faceted briefs, David Benady asks whether the tide is turning. Building a brand is a many-sided...
Editor's Comment: A Clear View of the Top
Many marketers dream of landing the top job - the one where you call the shots and implement changes that are so powerful you can make a real difference to the bottom line and answer to no one else but the chief executive or shareholders. This magazine...
Helpline
We take the hassle out of finding the right product or service - you ask the question, we'll provide the answer. DISC JOB Q: We need help duplicating media on to disks, so that we can distribute our work to potential clients. Who can help? ...
Lobbyists Slam Product Placement Consultation
The government has been accused by health and education groups of 'rushing through' its consultation on the introduction of product placement to UK television programming. The consultation period will last just eight weeks, which has angered campaigners,...
Lonely at the Top
The role of marketing varies greatly across different companies Nicola Clark asks how marketers can guard against the solitude of seniority. Many marketers dream of helping to launch a break-out brand or getting in on the ground floor with the next...
Marketing Mole: We'll Call You - Chrysler
Mole's old man has kicked off his midlife crisis with a new Chrysler Voyager, but is worried about the impact of the marque's sale to Fiat, so we tried to ease his mind. Chrysler Good afternoon, Chrysler customer care, (name) speaking. Mktg Hi....
Marketing Mole: Who Does Google Think You Are? - Mike Hoban, Communications Director, Directgov
- The first two links push to the website of a photographer with the same name. - The third result is an article about Hoban's Directgov appointment this year. - The fourth link is to image results for the name, of which the first two are the...
Mark Kleinman on Marketing and the City: Gas Flare-Up
Centrica is taking legal action against a supplier it says damaged its reputation as a service provider. Marketers with an interest in the customer-management aspects of their role should have been paying close attention to proceedings at the High...
Mark Ritson on Branding: Name-Calling Can Hurt
The renaming of Newcastle United's stadium could do untold harm to the club's brand and heritage. It has been a painful few days for the Ritson family. I went to see my dad to deliver the bad news that I was about to change my name by deed poll....
Opinion: The Marketing Society Forum - Do Corporate Brands Have a Place in the Classroom?
Renault's 'Tales from the Glovebox' schools programme, which launched last week, has highlighted the question of whether it is appropriate to advertise to children in their place of education. NO - MARTINE AINSWORTH-WELLS, MARKETING DIRECTOR, VISITLONDON...
Profile: Casting a Warm Glow
Chris Jansen, group commercial director, British Gas, is on a quest to reignite consumer affection for the brand. Interview by Alex Brownsell. One has to wonder whether Chris Jansen, group commercial director at British Gas, is a bit of a dreamer....
Rise of the Shelf Unstackers
Retailers and manufacturers are making swingeing cuts to product ranges, writes David Benady. Supermarket chains are removing hundreds of product choices, variants and pack sizes from their shelves in an effort to reduce the range of lines they...
Rising Revenue Is a Dead Cert
An increase in the income generated by gaming machines is more than compensating for a fall in betting turnover, writes Jane Bainbridge. When the government introduced the Gambling Act in September 2007, it transformed the sector. While the increased...
The Independent
Could the time finally have come to put the ailing newspaper out of its misery, asks Jeremy Lee. Few of those on the receiving end of a Brand Health Check face such a dire prognosis as The Independent. Even Denis O'Brien - the second-biggest shareholder...
The Marketing Society Celebrates Half-Century
P&G and Tesco chiefs won plaudits at the anniversary awards. Brands including Mini and Google as well as industry figureheads such as Procter & Gamble's AG Lafley and Tesco's Sir Terry Leahy, were among those collecting accolades at The...
The Pepsi Challenge
Pepsi is making the most of its challenger brand status with an innovative strategy. Pepsi's decision to pilot its Flavours syrup shots in the on-trade provides further evidence of the way in which the company is using this sector as a key component...
The Wall Street Journal Pushes Paid Content
The Wall Street Journal Europe (WSJE) is to launch a pan-European ad campaign highlighting the value of its print and online business content, which is available only to paying subscribers. The activity comes as the publication's owner, Rupert Murdoch's...
The Week in Marketing
- Toys 'R' Us nostalgia Toys 'R' Us is to return to TV with its 'Magical place' ad. The spot, which first aired in the UK in 1989, will run from today (Wednesday) as the retailer celebrates its 25th Christmas in the UK. Toys 'R' Us, which operates...
What It's Really like Inside: LeapFrog
With Christmas coming up, are you preparing anything special to tempt seasonal toy shoppers? Things are pretty much in place for this Christmas from a marketing perspective, and we are all already thinking about Christmas 2010. - Describe the...

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.