Marketing

Articles from June 20

Adwatch
Marketing's unique weekly analysis of advertisement recall in association with TNS. Pets at Home Strategy behind relaunch ad is sound, but the creative work somewhat lets it down My first Adwatch. I love watching ads. Don't we all? No,...
A Marketing Promotion: Making the Most of the Magic of Radio Ads
Radio is in rude health, but marketers and agencies can make more creative use of it. Here, key figures discuss the medium's potential to engage consumers and build brands. Lynsey Barber reports. In sharp contrast to other media, radio has a growing...
Bicycles
The recession has benefited cycling, with sales up and more people pedalling. MAIN PLAYERS Geoff Giddings, Marketing director, Raleigh Giddings has worked for Raleigh since June 1989 having originally joined the brand's accessory division;...
Brand Barometer
Derwent Capital Markets recently revealed that it had axed its Twitter-sentiment-based Absolute Return hedge fund. Instead, it is making the proprietary software available to individual investors so they can track their stock through an app. ...
Brand Manager of the Week: Danny Martin, Marketing Manager, Booths
- Describe yourself in three words. Ambitious, creative and focused. - What would you be if you weren't a brand manager? I like to think I would make a good teacher. It would have to be teaching marketing though. - What advice would you...
Brands Take the Reins on Content
This year, Marketing has given its annual customer publishing leagues the title of 'content marketing' to reflect the changing landscape for brands and their agencies, writes Suzy Bashford. The creation, distribution and sharing of content to engage...
Is 'Every Little' Helping?
Tesco is using its ad pitch to review the future of its long-standing strapline, writes Rachel Barnes. When Tesco put its creative ad account out to pitch in April, it said the review would help 'build a better Tesco' and that it was open to all...
Meet the No-Collar Workers
If marketers can't connect with Millennials within the four walls of their own business, what hope have they of forging meaningful connections with them as consumers, asks Nicola Clark. There are 2.4bn Millennials - the generation of 'no-collar...
Opinion
Too many marketers focus solely on communications when the traditional function of the profession is to satisfy consumer needs. Well, it's a start. At last week's Marketing Society Awards (see opposite), a shiny trophy was presented to the winners...
Opinion: The Marketing Society Forum - Will Bad Weather Ruin Brands' Summer Marketing Plans?
Smoothie maker Innocent has scrapped an event to promote its London 2012 sponsorship. NO - CHRIS LEWIS, MARKETING CONSULTANT AND FORMER MARKETING DIRECTOR, WELLS & YOUNG'S I think it was Groucho Marx who said: 'I'm leaving because the weather...
Profile Builder: Who Google Thinks You Are
Jenny Grey, Executive director for government communication, UK Cabinet Office. - The first result links to a search page for Grey on Brand Republic. - The second pushes to an interview with her on PR Week - The next two also link to PR Week,...
Roberts Revival Radio
The portable radio reflects confidence in its heritage: a classic design matched with the very latest technology. At the forefront of technology in the mid-20th century, the Roberts revival radio has capitalised on its history and a retro aesthetic...
Shift
From 'desk rage' to burnout, the emotional fallout from the world financial crisis has important implications for brands, writes Nicola Clark. I was once asked during a particularly spurious job interview to name the business person I admire most....
Tech
The proliferation of data, in terms of variety as well as volume, poses a daunting challenge for marketers. Graham Oakes explains what Big Data means, and how to handle it. Big Data wouldn't exist if we had perfect tools. It is generally defined...
The Marketing Interview: Andrew Garrihy, Samsung
Samsung Electronics UK & Ireland's director of corporate marketing is driving the ambitious brand's wide-ranging Olympics activity. Samsung is a brand in the ascendancy. This year it has overtaken Nokia as the world's biggest smartphone manufacturer,...
This Week
- Aviva athletics deal to end Aviva and UK Athletics are to conclude their flagship pounds 8m a-year sponsorship deal, as the sports governing body moves to a multibrand model, writes John Reynolds. Aviva's relationship with UK Athletics dates...
Time for Plan B
If marketing drives go awry this summer, how should brands best react, asks David Benady. The Olympics may have been in brands' diaries since 2005, but even the best-laid plans could be stretched this summer, due to competition from wall-to-wall...
Umbro
Nike has put the sporting goods brand up for sale five years after buying it, writes Rachel Barnes. When Umbro, a relative minnow, was bought by the world's biggest sporting goods company, Nike, in 2007, the 88-year-old UK kit-maker was given a...
We'll Call You: Capital One
With England unfancied at Euro 2012, Mole is looking ahead to the next club season, and wanted to know more about Capital One's League Cup sponsorship. Capital One (After Mktg is on hold for more than five minutes, listening to terms and conditions...

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