Marketing

Articles from September 14

118 118 Goes Back to Its Roots for Pounds 10m Activity
Directory service 118 118 has recast its brand characters in their original role of runners for a year-long campaign intended to make the brand 'more memorable' and attract younger consumers. The brand is understood to be investing pounds 10m in...
Adwatch 14.09.11: Lucozade
Heavy-handed ad promotes an aspired-to attitude that the energy drink really isn't about. For me, Lucozade has always been a restorative. When I was knee-high to Ronnie Corbett and feeling a bit poorly, Mum would go and get the familiar, knobbly...
Andrew Walmsley on Digital: Groupon's 'Y-Factor' Problem
Daily deals service may have delayed too long with its IPO plan and lost ground to the competition. When yoghurt came to the UK in the early 60s, it was plain white gloopy stuff that nobody ate. The Ski brand changed all that in 1963 with the masterstroke...
Asos Extends Focus to Men in Global Ad Drive
Online fashion brand Asos has unveiled its first ad campaign targeting men, which introduces the strapline 'As seen on the streets'. The global drive, by recently appointed agency Bartle Bogle Hegarty, features viral, digital and social media activity,...
Best Behaviour
Behavioural economics is changing the way that market research agencies do business, with more UK brands embracing the technique as they attempt to influence consumers. Earlier this year, Domino's Pizza incorporated behavioural economics (BE) into...
Brand Manager of the Week: Charlie Papworth, Senior Brand Manager, Bernard Matthews Farms
- Describe yourself in three words. Competitive Big-Bird. - What would you be if you weren't a brand manager? A sports agent - or, if I could have stunted my growth, a jockey. - What advice would you give someone starting their marketing...
BrandMAX Preview
Marketers provide brand optimisation answers Brand optimisation and marketing integration will be the two key themes explored at BrandMAX, the two-day conference and networking event for senior marketers that takes place next week at the Altitude...
Converse
Ties with sports and rock and roll have brought the brand a long way from its humble beginnings. Converse trainers have adorned the feet of sports and rock stars alike through the years, helping them remain a favourite brand of young people across...
Digital UK Puts Focus on London 2012 Switchover
Digital UK, the body charged with leading the switch from analogue to digital TV, is rolling out its biggest ad campaign yet, as it targets a 'smooth switchover' in London ahead of next year's Olympic Games. The capital's analogue TV signal will...
Editor's Comment: Calorie Scheme Has Slim Chance
- What chance our Department Of Health's latest calorie-reduction push (see page 1)? We're taking our cue on this from the US' 'Responsibility Deal' scheme, which involved Kellogg, PepsiCo, Unilever and 13 other food mega-brands pledging to trim...
Going Cold Turkey on Price Promotions
The recession has led to an over-reliance on price promotions, creating a generation of shoppers who buy products only on discount, writes David Benady. Supermarket promotions have risen to an all-time high as the big chains scrabble to attract...
Heineken Signs Football Stars to Boost Activity
Soccer greats will lead push to raise profile of Champions League sponsorship. Heineken is to use famous European footballers in its advertising in an attempt to raise the profile of its UEFA Champions League sponsorship. The beer brand has hired...
Helen Edwards on Branding: The Flipside of the Pancake
If the current financial turmoil evolves into a flatline, pancake-shaped economy, make the most of it. The economic extremes that have characterised the past few decades are not always comfortable for marketers, but they are, at least, directive...
Kellogg's Special K
The cereal brand's original variant has suffered a sharp drop in annual sales, writes Alex Brownsell. This ought to be a golden era for Kellogg's low-fat breakfast cereal brand Special K. Healthy eating has never been more important to consumers,...
Lost in the Research
Philip Morris' request for disclosure of state-funded research signals a malaise. The commercial importance of research projects was thrown into the spotlight last week when The Independent revealed that the world's biggest tobacco company, Philip...
Marketing Mole: We'll Call You - Caffe Nero
Mole is both a coffee and an internet addict, so news that the coffee shop chain is to offer free wi-fi services sent us scrambling for the phone to find out more. Caffe Nero: Good morning, customer service speaking. Mktg: Hi, I come into your...
Marketing Mole: Who Does Google Think You Are? - Daryl Fielding, Vice-President, Marketing, Kraft Foods Europe
- The first link is to a story from 2009 about Fielding's appointment. - The next is to The Marketing Society Awards. - The third is to a profile on Fielding in Marketing. - The fourth link is again about the awards. - The last is to the...
Marketing Promotion: Integration ... Views from Two Sides of the Fence
In the age of the informed consumer, businesses face greater challenges to manage their brands and their reputations. Whenever a disconnect exists between what a brand is saying about itself and what others are saying it, consumers are increasingly...
Opinion: The Marketing Society Forum
Is Airmiles making a big mistake by ditching its brand equity for Avios? Airmiles, the UK travel loyalty programme, is to be renamed Avios, following the merger of British Airways and Iberia to create IAG, sparking criticism that the change will...
Price Gives Pizza Solid Base
Sales of shop-bought pizza have been strong during the recession, but the sector must return to innovation to inspire further growth, writes Jane Bainbridge. Shop-bought pizza is proving a rare grocery success story in challenging retail conditions....
Profile: Designs on Growth
Richard Cristofoli, marketing director at Debenhams, is focusing on the department-store chain's fashion partnerships. A background in stationery and supermarkets might not seem the most fitting for a career in fashion. However, Richard Cristofoli,...
The Week in Marketing
- Lucozade pop bottles Lucozade has released a set of limited-edition bottles that feature the faces of seven high-profile musicians, including Tinie Tempah, Plan B, Calvin Harris and Kelis. The soft-drink brand, owned by GlaxoSmithKline, has updated...
What It's Really like Inside: Unilever UK & Ireland
- How does the team come up with fresh marketing ideas? By generating great consumer insights and having fantastic relationships with our agencies, both big and small. - What are the perks of the job? We're a truly global business, which means...
When Money's Too Tight to Mention
Brands securing tie-ups with charities are tending to reduce their focus on a financial angle in favour of an emphasis on less costly and more complex forms of partnership, writes John Reynolds. Last week, Marketing revealed that Tesco is to end...
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