Marketing

Articles from September 16

Adwatch 16.09.09: Yakult
The probiotic drink could build more of a buzz if it shifted its marketing focus from TV ads. You would think that a brand like Yakult would never be too far away from great communications. Its quirky product, unexpected provenance and unusual (if...
Aldi
The deep discounter has failed to turn curious bargain-hunters into loyal customers. Despite a boom in growth at Aldi, when it seemed that the middle classes had heeded articles in the Sunday quality press about the bargains to be found at deep...
Amanda Andrews on Media: ITV's on the Ball
The investors' favoured candidate for the top job at ITV should also be welcomed by advertisers. Advertisers should be rooting for Tony Ball to take over the helm at ITV. The energetic former BSkyB chief is likely to have a more far-reaching strategy...
Andrew Walmsley on Digital: The Price of Quality News
The Daily Telegraph laments the decline of quality journalism, but paid-for content is no guarantee. Much of this column for the past three years has been about how the internet is changing our lives, often for the better, and sometimes for worse....
A Strategic Connection
What future for the T-Mobile and Orange brands if their UK merger goes ahead, asks Fiona Ramsay. Executives at T-Mobile's parent company, Deutsche Telekom, must be breathing a heavy sigh of relief after announcing plans last week to form a 50:50...
Brands Seek Clarity over TV Product-Placement U-Turn
Some of the UK's biggest advertisers are demanding clear guidelines on product placement, as the government plans to relax laws governing its use on commercial TV. In a dramatic U-turn, Culture Secretary Ben Bradshaw is expected to announce changes...
Commercial Concerns
Wogan's replacement by Chris Evans has raised rivals' anger about BBC strategy. After a summer of relentless criticism from commercial rivals accusing it of impinging on their territory, the BBC has done little to ingratiate itself with the radio...
Editor's Comment: At Last, True Reality TV
Just as the characters in Coronation Street or EastEnders would certainly utter an exclamation far fruitier than 'Flippin' 'eck!' in real life, it is also unrealistic to believe that no TV character in a real-world setting consumes anything branded...
Health-Aware Academic Who Takes on Big Brands
Serial report-writer sets his sights on alcohol advertisers. Close readers of the British Medical Association's demand for a total ban on alcohol ads may have noticed that the research behind the call was authored by Professor Gerard Hastings, a...
Helpline
We take the hassle out of finding the right product or service - you ask the question, we'll provide the answer. TAKING ON TV Q: A company we work for has asked us to look at creating and producing a TV ad. Can you suggest anyone? A: Give...
John Lewis Embraces Value
The retailer's budget range raises questions about post-recession price positioning. The launch of a budget range called Essentials by upscale supermarket Waitrose came as a surprise to many in the industry. Perhaps more surprising was the announcement...
Keeping Up Appearances
In the current climate, brands are understandably wary of being seen to splash out on exotic events, but there are bargains to be had closer to home, writes Sarah Crawley-Boevy. The events industry is operating at the sharp end of the recession....
Marketing Mole: We'll Call You - Barclays
As the new academic year approaches, students are grappling with the eternal dilemma of textbooks vs beer. Mole gave Barclays a call to see if it could help. Barclays Thank you for calling Barclays you're through to (name). How can I help? Mktg...
Marketing Mole: Who Does Google Think You Are? - Robert Tansey, Director of Brand Strategy and Marketing, BSkyB
- The first result is a Media Week profile of Tansey from last year. - The second link is a list of all the Robert Tanseys on LinkedIn, including Sky's. - The third result is for the LinkedIn profile of an official at the US State Department....
Marketing Promotion: Ad:tech - Putting Strategy One Step Ahead of Technology
The focus for this year's ad:tech has shifted from technology to helping marketers identify their business goals and translate them into digital, writes Suzy Bashford. Christophe Asselin, ad:tech's event director, says: 'The problem with our industry...
Marketing Promotion: Key Speakers at Ad:tech in 2009
A wide variety of topics will be covered in the talks planned for this year's event, from media convergence and multiplatform campaigns to the evolution of the digital industry. IAN PEARSON, FUTUROLOGIST, FUTURIZON The main topic Pearson will...
Mark Ritson on Branding: Nokia Needs Firm Direction
The handset manufacturer must focus its strategy to overcome unanticipated challenges. Nokia retains a massive share of the global mobile phone market, but cracks are beginning to appear in its once-impenetrable leadership. In particular, the electronics...
Opinion: The Marketing Society Forum
Do brands benefit from kick-starting the Christmas season this early? Decking the stores with holly in September may be seen as shameless exploitation by retailers - or a thoughtful way to help cash-strapped consumers buy their festive delights...
Profile: Let Them Eat Cake
Scott Jefferson, Greggs' customer and marketing director, is looking beyond the recession to quality street. Interview by Gemma Charles. In a world where received wisdom states that a typical marketer stays in any job for an average of 18 months,...
Schwartz Steps Down from NI Marketing Role
Jeremy Schwartz has relinquished his position as chief marketing officer at News International (NI) after just eight months. His departure is the latest in a series of senior personnel changes at the newspaper publisher since Rebekah Brooks became...
Struggling to Keep Its Shine
An easy target for cost-conscious shoppers looking to save, cleaning brands have turned to NPD to hold consumers' interest. Cleaning the loo is unlikely to feature on anyone's list of favourite pastimes, but the task has to be done nonetheless....
The Marmite Effect
Many British brands can polarise public opinion, provoking implacable loathing in some, and deeply felt affection in others. However, as exclusive research from FreshMinds reveals, it is the brands that elicit indifference from consumers that should...
The Week in Marketing
- Boots' TV push Boots has launched an autumn TV campaign, including an execution created to run in ad breaks during ITV's The X Factor. The campaign, created by Mother, shows an office worker using cosmetics from Boots to dramatically change her...
What It's Really like Inside: PlayStation
PlayStation is rolling out its first European ad campaign since the launch of the PS3. - How do you come up with new marketing ideas? Everything is based on a strategy for the year and our agencies help us define the look and feel of the activity....
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