Marketing

Articles from June 2

Adwatch 02.06.10: Virgin Media
Ads inevitably fail to fully put across the benefits of HD to those watching traditional TV. I'm offering you two ways to read this review, depending on how bad your attention deficit disorder is today: the 10-second version and the one-minute version....
Andrew Walmsley on Digital: Controlling Interests
Websites where a hunger for data has outweighed concern for the privacy of users face a backlash. Data greed. It's ugly, damages your business and can land you in trouble. About 10 years ago, I was doing some consulting for a telecoms brand on...
Brand Manager of the Week: Sarah Murphy, Brand Manager, DryNites, Kimberly-Clark
- Describe yourself in three words. Determined, life-loving, bubbly. - How would you define marketing? Selling stuff to more people, for more money, more of the time. - What would you be if you weren't a brand manager? A fashion buyer....
Editor's Comment: Where's Your Brand's iPad App?
I am writing this on my iPad, which I was lucky enough to get my hands on before thousands of frenzied Apple fans took to the streets last Friday morning for the official UK launch. Having spent more time than is healthy playing with the touchscreen...
Expedia to Roll out Live Videos of Destinations
Expedia is to implement a 'try-before-you-buy' scheme in an attempt to increase bookings. The online travel company will enable users to view hotels and resorts in real-time before making a booking. It is currently testing the technology that will...
Helen Edwards on Branding: Always Question the 'Facts'
Marketers should fully engage their critical faculties and interrogate researchers more carefully. Baroness (Shirley) Williams was unequivocal. Sitting in the Newsnight hot-seat, she explained to presenter Jeremy Paxman that a coalition government...
Hovis Embarks on First 'Buzz Marketing' Drive
Premier Foods focuses on word of mouth to support launch of Hearty Oats loaf. Hovis is launching its first marketing advocacy progr- amme, to promote its recently launched Hearty Oats product. The Premier Foods bread brand is mirroring initiatives...
Jeremy Lee on Media: Robbing Peter to Pay Paul?
News International's introduction of paywalls highlights publishers' dilemma over the funding gap. Magazine and newspaper publishers have for years been wrestling with the problem of how to profit from online content when there are so many free...
Marketing Mole: We'll Call You - Sky Player
Mole has been a dedicated Lostie ever since Flight 815 crashed on the Island in 2004, so we were furious when the VOD platform crashed the series finale, too. Sky Player Good afternoon, you're through to (name), can I help? Mktg Hi. I had trouble...
Marketing Mole: Who Does Google Think You Are? - Angus Kinnear, Marketing Director, Arsenal FC
- The first result takes us to an overview of recent appointments, starting with Kinnear, on Arsenal's home page. - The second directs us to an article from last year in which Kinnear is interviewed. The third and fifth links take us to stories...
Picking Up the Bill
Brands could be ideally placed to meet the shortfall in the public-service budget. What does David Cameron's much-discussed, and occasionally derided, idea of the 'big society' mean for the marketing industry? The answer could be an expanded role...
Power 100: Next Generation
The past 12 months may have been challenging, but the next generation of top marketers has the talent, ambition and tenacity to thrive, writes Nicola Clark. Passion, confidence, and creativity are some of the qualities required for inclusion in...
Profile: Back to the Future
Paul Molyneux, managing director of Sharp Electronics, hopes a fresh approach will restore the brand's fortunes. Interview by Sara Kimberley. Being given the task of reigniting consumer passion for a nigh-on forgotten brand that once was a high-profile...
Reach beyond the Main Event
The days when live events were the preserve of scruffy students and niche consumers are gone; they are now part of the mainstream. Nicola Clark asks whether brands are still playing catch-up. According to the lofty ideals of the 'experience economy',...
Sales Fail to Make Big Splash
This mature, saturated market remains almost static, despite growth in sub-sectors such as antibacterial liquid soaps, writes Jane Bainbridge. When Unilever announced last September that it was buying Sara Lee's personal care division, it was seen...
Sony SingStar Targets Summer Festival-Goers
Sony Computer Entertainment UK has signed up 80s chart acts Belinda Carlisle and Vanilla Ice to front a summer-long music-themed campaign for its PlayStation music-game series SingStar. Sony has created a 'Cocktails and Dreams' venue that it will...
Taco Bell UK Openings 'Could Hit Sister Brands'
Yum! is to re-introduce its Taco Bell Mexican fast-food chain to the UK. Experts believe Taco Bell will have a better chance of success now than when it failed to capture the imaginations of British consumers in the 90s. However, some have cautioned...
Their Brand Is Their Bond
For firms raising funds from their customers, the rewards go beyond the financial. The decision by Angus Thirlwell, co-founder and chief executive of chocolatier and cocoa-grower Hotel Chocolat, to sell 'chocolate bonds' to generate pounds 5m illustrates...
The Marketing Society Forum: Can Multi-Brand Advertising Work across All Sectors?
Umbrella campaigns featuring several brands have proved effective for FMCG manufacturers, but Whitbread is looking to follow suit by promoting Costa Coffee in ads for its Premier Inn hotel chain. YES - MIKE WELSH, CHIEF EXECUTIVE, PUBLICIS DIALOG...
The Week in Marketing
- TalkSPORT cup push TalkSPORT has launched a campaign to promote its coverage of the World Cup. The pounds 1.5m activity, the station's first in three years, was created by Lionhouse and uses the tagline 'Big game radio'. It will run across print,...
What It's Really like Inside: SeeSaw
- How does the team come up with fresh marketing ideas? We have great agencies working with us and everyone at SeeSaw gets involved in brainstorming. We are a tight-knit team, and marketing works with the product, commercial and editorial teams...
Wimpy
The venerable UK burger chain is banking on a restaurant revamp to bolster sales. Flimsy burgers, gloopy milkshakes, and dated decor: those growing up in the past 30 years may, at some stage, have experienced a tinge of disappointment at being dragged...

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