Marketing

Articles from October 10

Adwatch
Marketing's unique weekly analysis of advertisement recall in association with TNS. Homebase Once the earplugs are in, the DIY retailer's ad inspires the creative home-maker in us all. Gary Robinson, Executive creative director, Inferno ...
And Finally: We'll Call You - Fortnum & Mason
Some of Mole's best mates are geese, and we love to stuff ourselves - but on a voluntary basis. So we were disturbed at reports of cruelty by foie gras suppliers. Fortum & Mason Good afternoon, marketing. Mktg Hi, I want to speak to someone...
Brand Barometer
This week's 'Viral hit or miss' focuses on KFC's efforts to align itself to healthy-eating through the humorous 'It Doesn't Count if ...' social-media campaign. The experts at Goviral have scored the activity 8/10, and I wouldn't disagree with this....
Brand Manager of the Week: Donna Al-Bu-Saidi, Brand Manager, Magimix
- Describe yourself in three words. Feisty, ambitious, loyal. - How would you define marketing? The past and the future. - What would you be if you weren't a brand manager? A food critic/journalist. - What advice would you give someone...
Editor's Comment: Welcome - Should We Fear for the Marketer of the Future?
Sinead Stack, 26, is ambitious, articulate and bright. Now brand manager at Flora Pro.activ, Sinead joined the brand's parent company, Unilever, on a temporary contract - a fact of modern working life she took in her stride five years ago, when she...
E.ON Alters Ad Strategy in Move to Loyalty Focus
E.ON is dropping its animated style of ads, introduced in 2009, in a push to differentiate itself from its rivals and turn its attention to rewarding customer loyalty. The energy firm's new marketing team is leading an overhaul of its ad strategy...
Guru
The role of the marketing director is changing, as the business of marketing is changing, so practitioners must let go of their preconceptions and attachment to job titles, and adapt to survive, writes Will Harris. Q: My managing director has just...
Marketing Promotion: The Thinkboxes Awards for TV Ad Creativity - Pure TV Brilliance from Adidas
As an authentic sports brand and LOCOG/Team GB sponsor, Adidas wanted to celebrate London 2012, but also ensure it occupied a unique space. Its 60-second, Olympic-themed brand campaign, entitled 'Take the stage', showcased that there is a platform...
Opinion
The decline of JJB Sports is another reminder that once a brand is described as 'beleaguered', the tag is extremely difficult to shake. You know your brand is in trouble when journalists are unable to mention it without inserting the qualifier 'beleaguered'....
PR Essays: Contents
When is a retainer not a retainer - and does it even matter? At last month's roundtable discussion with a collection of directors from PR agencies, the issue of how clients are defined attracted some debate. Although most were keen to emphasise...
PR Essays: Focus PR - Come out of Your Shell
'Caterpillar brands' are those special entities that, with a passionate personality behind them and the ability to answer consumer needs better than any rival, can evolve into something beautiful. What does the word caterpillar conjure up? Something...
PR Essays: Frank PR - the Rules of Reaction
PR should really stand for public reactions, because provoking a response from consumers is what brands are about these days - and only PR people can effectively manage the myriad possibilities. Given a blank sheet of paper and the need to come...
PR Essays: Kaizo - Earn after Reading
The need to prove their value has compelled PR practitioners to hone their skills to a point where those following the correct ideology can have a demonstrable positive effect on clients' business. It is undeniable that marketing and PR spend is...
PR Essays: Nexus Communications - Listen and Learn
The art of conversation lies in the science of listening - agencies with the market research to back up their strategies are best placed to know what consumers (and clients) actually want. If agency/client relationships were just about the oft-quoted...
PR Essays: Roundtable - Redefining the Agency/client Relationship for Today's World
At a roundtable discussion PR agency directors consider how agency/client relationships are evolving - and pinpoint what still needs to change. PR has weathered the marketing recession better than most disciplines. The top 150 agencies in the UK...
PR Essays: Talk PR - Today, Tomorrow, Forever
After winning a new client, it is tempting to focus on immediate results at the expense of long-term relationship building. The solution is clever time management and establishing a personal rapport. Last week, shortly after letting us know by phone...
PR Essays: W Communications - Touching the Void
Earned media in all its guises - from newspapers to Twitter - never switches off, so it's madness for brands to hop from one agency to the next with no thought for the dangerous vacuum this creates. Editorial media have won. It's hard to get people...
PR Essays: Weber Shandwick - Engagement War Horse
All that matters in the Digital Age is engagement, engagement, engagement - which is why we have developed a diagnostics tool to measure just how well brands are performing on this battlefield. Brand engagement is big potatoes for marketers right...
Profile Builder: Who Google Thinks You Are ... Steven Overman, Vice-President, Global Head of Marketing Creation, Nokia
- The first link is to Overman's LinkedIn profile. - The second and third push to pieces on the Marketing Week site. - The fourth result is his biography on the Nokia World 2010 events page. Verdict - Overman's profile is mixed. There is a...
Ribena
The squash brand was used as a dietary supplement in World War II and is now a market leader. Drinks brand Ribena was created in the 30s, when Dr Vernon Charley, working on behalf of HW Carter & Co, was researching the use of fruit juices to...
Secrets of Cultural Shifts
Brand transformation is vital to meet evolving customer tastes, but this change must emanate from inside an organisation, and it's up to marketers to drive the process. Brands must regularly refresh their appearance and values to keep up to date...
Shift
Consumers trust CSR programmes that have clear goals with measurable outcomes much more than 'greenwash', writes Jane Asscher. Umpteen interviews and opinion pieces have dwelt on the decline of citizen and customer trust in old-style institutions...
Social: The Glue That Binds the Business
The need to think of social media as the responsibility of the entire company, rather than merely the domain of marketing, was a key theme of the BrandMAX 2012 summit, writes Noelle McElhatton. Any marketing conference hosted on the same day that...
Sports and Energy Drinks
Lucozade is the market leader in a sector where brand loyalty is strong, writes Jane Bainbridge. WINNERS AND LOSERS Lucozade Energy Remains market leader, with more than pounds 260m in sales in the year to June 2012, and value and volume growth,...
Tech
Brands can have difficulty finding their social-media voice, but when they get it right, the resulting level of consumer engagement and appreciation makes the effort worthwhile, writes Gordon MacMillan. For me, one of the most interesting questions...
The Marketing Interview: Matt Luscombe, InterContinental Hotels Group
The company's senior vice-president, sales and marketing Europe, is juggling multiple brands in shifting market conditions, writes Loulla-Mae Eleftheriou-Smith. It is 60 years since US entrepreneur Kemmons Wilson, dissatisfied with the roadside...
The Marketing Society Forum: Could Allowing Consumers Access to Their Data Backfire on Brands?
Tesco plans to make its loyalty scheme more transparent through 'Clubcard Play. NO - GLEN CALVERT, FOUNDER AND CHIEF EXECUTIVE, AFFECTV Brands that consider the long-term benefits should lean toward transparency with consumer data. Myths about...
This Week
Marketing's comprehensive digest of the most significant industry news from the past seven days. - Cadbury wins purple rights Cadbury has won the right to prevent other chocolate manufacturers using its shade of purple in their packaging, heading...
Toys: Hornby's Games Failure
The toymaker's Olympics range fell short of expectations, writes Ben Bold. Few British brands can boast more heritage than toymaker Hornby However, its recent failure to shift a glut of London 2012 Olympics merchandise has derailed the firm's sales...
Vodafone in Turmoil as Crook Joins Starbucks
UK marketing chief is second senior departure from brand in recent weeks. Vodafone's marketing operations have been plunged into further uncertainty by the decision of UK marketing chief Danielle Crook to leave for a senior role at Starbucks. ...
What's in a Colour?
As Cadbury wins the battle against Nestle to protect its shade of purple, Jim Prior, chief executive of branding agency The Partners, looks at the importance of building a brand around a colour. In this enlightened age of marketing, few people will...
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