Marketing

Articles from March 4

Amanda Andrews on Media: ITV's Shock Tactics
The idea of a merger with C4 and Five grabbed the headlines, but solid proposals are now needed. The UK media landscape is transforming and the unthinkable is happening: national newspaper rivals are about to start sharing offices, ITV is expected...
Andrew Walmsley on Digital: It's the Same Difference
The web's bent toward commonality may ultimately hinder consumer receptiveness to new brands. In a 1754 letter, the writer and politician Horace Walpole coined the term 'serendipity' - a word he derived from an old Persian tale, The Three Princes...
Brand in Remission: Kit Kat
The Nestle brand has reversed a sales decline by focusing on fewer variants, writes Gemma Charles. Remember Kit Kat Kubes or its 'low-carb' variant, no doubt inspired by the popularity of the Atkins diet? It is likely that you were oblivious...
Careers: Brand Manager of the Week - Tim Dixon, Head of Brand, More Th>n
- Describe yourself in three words. Positive, motivated, collaborative. - How would you define marketing? The crazy world in which we try to identify customers' needs and meet them. Sounds simple. - Which ad campaign do you wish you'd commissioned?...
Careers: What's It Really like Inside - Mysinglefriend.Com
- How do you come up with new marketing ideas? For our Valentine's Day campaign last month, we asked our members how they felt about the occasion, and let their answers lead the activity The result was a viral campaign featuring a 'hostage teddy...
Editor's Comment: Pounds 1 for O'Leary's Thoughts
Why does Ryanair appear to give so little thought to either its marketing or its customer service? Its behaviour is just so out of sync with that of most other companies, which place both at the heart of everything they do, that the majority of marketers...
Helpline
Joe Thomas takes the hassle out of finding the right product or service - you ask the question, he'll provide the answer. UNIQUE USBS Q: We would like to showcase some of our work to potential clients via USB. Who could help with supply and branding?...
Mark Ritson on Branding: Tesco Finds US Not So Easy
The retailer's pre-launch research for its Fresh & Easy stores has turned out to be a little off kilter. When Tesco entered the US 18 months ago with Fresh & Easy, most marketers had a Natalie Imbruglia moment. On the one hand, this was...
Media Analysis: Held to Ransom
Big advertisers are putting pressure on media owners to extend payment terms. As the financial house of cards continues to tumble, some advertisers are attempting to improve their cash flow by asking media owners to extend credit payment terms,...
News Analysis: Lost in Murky Waters
Seafood marketers are struggling to achieve a clarity of consumer message, writes Alex Brownsell. Foreign visitors to Britain must be shocked to find how uninterested the population of this island nation remains in the contents of the waters surrounding...
News Analysis: Passing Visits Hit Earnings
Comparison sites are starting to struggle to turn searches into revenues, writes Miranda Fitzgerald. Price-comparison sites may have recorded a dramatic increase in traffic from consumers seeking to cut their household spending, but they have not...
Opinion: The Marketing Society Forum - Will Lager Drinkers Care about the Provenance of Their Beer?
Carling plans to highlight its local origins in advertising in regional markets. Will this emphasis tip the balance of the drinks market in its favour, or will it fail to register with pub regulars? NO - CHRIS AMBLER, MANAGING DIRECTOR, WARL GROUP...
Packaging: Design for Life
Consumers are making more purchasing choices in-store due to the downturn - and as they seek to differentiate between brands, the right packaging could be the deciding factor, writes Scott Billings. Consumers in Sainsbury's, who may already be overloading...
Profile: Preparing to Go Public
Mark Lund, the COI's incoming chief executive, is keen to dismiss claims he is just another old-school adman. Interview by Gemma Charles. Mark Lund got wind of his new job when a headhunter called and asked whether he knew anyone who would be interested...
Recall: Adwatch 04.03.09 - Velvet
In a departure for Fallon, this ad goes back to basics - and the result is faultless success. When you think of Fallon you think of 'Gorilla', Sony 'Balls', and jelly babies: surreal anti-humour that gets lots of PR. You don't think of good, old-fashioned,...
Sector Insight: Oral Hygiene - NPD Keeps Oral Hygiene Fresh
The growth of the oral hygiene market is being driven by public awareness of dental health, as well as product innovation, writes Jane Bainbridge. From TV programmes such as How to Look Good Naked to magazine articles in Grazia, there is plenty...
Strategy: And Now, the Good News
Not all brands are suffering from recession depression - in fact, some are flourishing in the current climate, writes Nicola Clark. Welcome to the new age of austerity. If social commentators are to be believed, indebted UK consumers are ditching...
The Week in Marketing
- Fatboy Slim ad push. Fatboy Slim's band, The Brighton Port Authority, is launching a digital banner ad campaign through agency Silence. The ad allows consumers to watch the promotional video for the band's latest single, He's Frank, featuring...
We'll Call You - Swiftcover
Unlike the face of Swiftcover, Iggy Pop, we have never had a drug problem or been into self-mutilation, so what is its problem with 'multi-instrumentalists'? Swiftcover Good morning, (name) speaking. How may I help? Mktg Hi. I'm just calling...