Marketing

Articles from October 31

Adwatch
Marketing's unique weekly analysis of advertisement recall in association with TNS RED CROSS 'Crisis' ad is a compelling and potentially effective way of repositioning the charity It's well accepted now that marketing in Britain's big charities...
Beyond Politics: What Can You Learn from the US Election?
Big Bird won't get a vote when US citizens go to the polls on 6 November, but his presence has loomed unexpectedly large over a Presidential campaign brought to life through millions of tweets, YouTube videos, blog posts and status updates. While...
Brand Barometer
It's good to see Ruby Cup, the 'affordable' feminine-hygiene product, try to get involved in the hype around the recent popular Bodyform viral (see 'Ones to Watch'). The brand's film raises awareness of the fact that menstruation is the main cause...
Brand Manager of the Week: Lee Porte, Digital Marketing Manager, 7digital
- What would you be if you weren't a brand manager? A photographer specialising in music. I studied to be a photographer, before switching to marketing. - What attracted you to your current job? I'd been a customer of 7digital for years before...
Digital Leagues: Digital Divide
Recent acquisitions of digital agencies by big marcomms groups suggest the days of the independent specialist are over. Two of the most significant deals in digital marketing history were struck this year. In June, the world's biggest advertising...
Editor's Comment: Welcome - in for the Count: Lessons from the US Election
The vote may be a week off, the electioneering brouhaha nearly done and a deadlock predicted - but at least one definitive result is already in. When it comes to ruthlessly employing state-of-the-art marketing techniques in the 2012 US Presidential...
Endorsement: Celebrity Pulling Power
Is the tide now turning on the sea of famous faces appearing in advertising, asks Kim Benjamin. With the festive season just around the corner, brands have been gearing up for the launch of their Christmas campaigns. Tradition dictates that such...
Furniture Retail
The recession hit the sector hard, and its expenditure-limiting effects still linger, writes Jane Bainbridge. WINNERS AND LOSERS IKEA The market leader is almost twice as big as its nearest specialist rival and accounts for about 20% of the...
Guru
Given people's propensity to fib, agonising about how much you are paid compared with the rates quoted in salary surveys is a pointless exercise, writes Will Harris. Q: I see from the Croner/CIM salary survey in Marketing last month that I am pounds...
John Lewis Ads Series Scoops IPA Grand Prix
John Lewis' ongoing ad campaign, by Adam & Eve and Manning Gottlieb OMD, has taken the top prize at this year's IPA Effectiveness Awards. The department store's 'highly emotive' TV ads scooped the Grand Prix at Monday night's (29 October) ceremony...
Marc Jacobs Daisy
Creative design has been central to the success of the perfume brand in the five years since its launch. In 2007 US fashion designer Marc Jacobs created Marc Jacobs Daisy, a fragrance that, the brand says, 'captures the offhand charm of the Marc...
Mobile - Right Here, Right Now
A mash-up of social, local and mobile, SoLoMo is about getting nearby information on demand, wherever you may be. But what's in it for brands? Stuart Derrick investigates. It may sound like a hip new cocktail or a trendy area of downtown New York,...
Opinion
If we accept that Starbucks' failure to pay UK tax is down to meagre profits, it still reflects terribly on the chain's management team. Let's get beyond the 'did-they-or-didn't-they?' Let's take Starbucks' denials at face value, and accept that...
Opinion: The Marketing Society Forum - Should Rights-Owners Make a Moral Judgement on Potential Sponsors?
The ECB has dismissed some sponsors within football as 'not appropriate' for English cricket. YES - Mark Given, Head of sponsorship, O2 When a rights-holder signs a sponsor, it is saying to its most loyal customers: 'This is our new partner....
Profile Builder: Who Google Thinks You Are ... Ian Cranna, Vice-President, Marketing and Category, Starbucks UK & Ireland
- The first result is LinkedIn. - The next is to an opinion and profile piece on Brand Republic. - The third pushes to the Marketing Your Business Online blog. - The fourth link is to a promotional piece on the launch of a Starbucks app. ...
Shift
Many of us have grown up saving the lovely things in our lives for 'best', but in the era of instant gratification, brands need to take a different approach, writes Nicola Kemp. I recently had to sort out, wrap and box up everything my husband and...
Special Report: Mobile - Battle of the Brands
The public's lust for immediate news, and to share and comment on it, has spurred outlets such as Channel 4 and ITV to optimise their sites for mobile and social media users. Kim Benjamin compares their tactics. Rarely can one news story be summed...
Tech
Challenger camera company GoPro is taking on the big names in video by following Apple's example in using its products to market its brand George Nimeh dissects its strategy. What happens when you shrink an image-stabilised, wide-angle, full HD...
This Week
Marketing's comprehensive digest of the most significant industry news from the past seven days. - Apple unveils iPad Mini In the battle of the seven-inch tablets this Christmas, Apple is to sell its iPad Mini for pounds 269, twice the price...
We'll Call You: Argos
One of Mole's favourite autumnal pastimes is curling up with a drink and the Argos catalogue to pick an item to buy in-store. Is our ritual about to become obsolete? Argos: Hi, you're through to Argos customer services. Can I take your name please?...

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