Marketing

Articles from October 3

A Beer for No Man
In the wake of Molson Coors' decision to scrap its female-focused Animee beer brand - and with it, the BitterSweet Partnership research unit - Matt Willifer, executive head of planning at WCRS, examines whether 'beer for women' is dead in the water...
Adwatch
Marketing's unique weekly analysis of advertisement recall in association with TNS. Halifax The bank's latest execution is a far cry from typical ads for financial-services brands The people at Halifax must have wept when they saw John Lewis'...
Brand Barometer
As a political junkie, I was intrigued to hear that David Cameron is joining Twitter in time for his party's conference later this month. This, after all, is the man who gave us the memorable line that 'too many twits might make a twat' in 2009....
Brand Health Check: Directories - Hibu in Need of Direction
The Yell Group's rebranded digital business remains mired in debt, writes Kim Benjamin. In July, Yell Group, the owner of Yellow Pages directories, rebranded the digital side of its business as Hibu (pronounced 'high boo'), while also posting an...
Brand Manager of the Week: Rumbi Pfende, UK Country Manager, GameHouse UK
- Describe yourself in three words. Confident, competent, assured. - How would you define marketing? It's what I do for a living, gets me out of bed in the morning and keeps me in the office until 7.30 most nights. - What would you be if...
Editor's Comment: Welcome - Tesco Makes Virtue out of Data Necessity - Again
Later this week, Tesco is expected to announce a 10% fall in group profits to pounds 1.6bn. The retailer's share price is already depressed and chief executive Philip Clarke has put the brakes on opening new stores while existing ones are spruced up....
Footwear Retailing
Clarks is still the market leader in a category that faces increased competition. KEY TRENDS - Demographics Long-term, the UK will have a greater proportion of older, overweight people, which may have an impact on the shoe sector, especially...
Howies
The environmentally aware clothing brand has found success by sticking to its principles over the past 17 years. Howies, the eco-friendly clothing brand, was set up by Clare and David Hieatt in the living room of their London flat in 1995. The...
Opinion
The words of Peter Doyle, the brilliant marketing professor, are indispensable for evaluating wild forays into segmentation. If you're reading this column online, what you won't see is that the version in print features a cut-out-and-keep panel,...
Profile Builder: Who Google Thinks You Are ... Gill Barr, Group Marketing Director, the Co-Operative
- The first link is to a Q&A on the Marketing Week site. - The next two results push to stories on the Co-op site: one on her appointment, the second, one in which she is quoted. - The fourth links to a Co-operative News story, also about...
Shift
Brands need to get serious about play if they want to create a richer level of shopper engagement, writes Lois Jacobs. Plato observed that 'you can discover more about a person in an hour of play than in a year of conversation'. If brands want...
Spare Me the Mummy Marketing
Brands have long been accused of reducing women, and particularly mothers, to easy stereotypes. Suzy Bashford investigates how mums are changing, and to what extent marketers are altering their thinking. The novel 50 Shades of Grey, the publishing...
Tech
Tablets have not yet truly entered the mainstream, but they will Alongside the web and mobile, the devices put a world of opportunity at marketers' fingertips. George Nimeh explores the possibilities. People have been talking about 'the year of...
Tesco Plans to Open Up Data Via 'Clubcard Play'
Tesco looks to take Clubcard to next level as John Lewis prepares loyalty debut. Tesco is to hand consumers control of data on their own shopping habits for the first time, in an attempt to make its Clubcard scheme more transparent. It plans...
The Brand National
The promise of rapid growth holds great appeal for brands looking to make the leap from a regional to a national presence, but this kind of expansion is not for everyone, writes Jane Bainbridge. As Scottish Power aims to market itself beyond its...
The Influencers: Sarah Curran
There is no glass ceiling if you create your own company. Sarah Curran, founder of online fashion retailer, My-wardrobe.com, talks to Nicola Kemp about her personalised approach to business. If the complete stock of My-wardrobe.com were the contents...
The Marketing Society Forum: Is the Reality That the Best Creative Marketing Talent Is Based in London?
A survey has found that brands are having to pay a premium to lure marketers from the capital. YES - CHRISTIAN WOOLFENDEN, MARKETING DIRECTOR, PADDY POWER London is one of several centres of creative excellence around the world. It's a hub of...
The Wall: Social, Marketing, Media:blogged
Editor's choice the best of the week's content from The Wall. Twitter plans interactive tweets and content curation Big news from Twitter this past week with the announcement that it is to allow users to select and curate tweets and add them...
This Week
Marketing's comprehensive digest of the most significant industry news from the past seven days. - Top B&Q marketer resigns Katherine Paterson, marketing director at B&Q, resigned last week, citing 'personal reasons', writes Matthew Chapman....
VisitBritain Uses Bond Tie-Up to Boost Tourism
VisitBritain is marking the launch of the latest James Bond movie Skyfall with its first international cinema ad, which encourages foreigners to visit the UK and 'live like Bond'. The tourism body is rolling out a cinema ad with archive clips from...
We'll Call You: Thomson
Mole's idea of flying abroad is more of a nightmare than a dream, so we were intrigued by Thomson's ad for its new 787 aircraft. What makes it a 'Dreamliner'? Thomson You're through to (name). How can I help? Mktg I've just seen the TV ad for...

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