Marketing

Articles from November 21

Adwatch
Marketing's unique weekly analysis of advertisement recall in association with TNS. IKEA A family meal through a child's eyes becomes a bright, bold, joyous gathering of giant toys It would be hard to exaggerate just how much I love Ikea's...
Apple's Lead under Threat
It revived the market with the iPad, but can it fend off challenger tablet brands, asks Kim Benjamin. Competitors are turning up the pressure in the tablet sector on market-leader Apple. While sales of the latter's latest tablet, the iPad Mini,...
Brand Barometer
A new study by OgilvyOne suggests that a high proportion (69%) of the UK population is willing to share data in return for greater benefits. For me, however, the more interesting finding comes on a deeper dive into the survey. As you might expect,...
Brand Manager of the Week: Lauren Brooking, Brand Manager, Vaseline and Dove Men+Care, Unilever UK and Ireland
- Describe yourself in three words. Energetic, curious and creative. - How would you define marketing? A way of igniting people's imagination and desire to purchase products and services. - What would you be if you weren't a brand manager?...
Brands Expand Social Offering
The proliferation of social media has made the medium crucial to sports-sponsorship campaigns, with brands such as Texaco, eBay and Castrol embracing online platforms, writes Kim Benjamin. For its sponsorship of the Football League Championship...
Editor's Comment: Welcome - Wonga: Legal Loan Shark, or Innovative Brand?
Where do we stand on Wonga.com? With Christmas just round the corner, it seemed an appropriate time to examine our marketing conscience about the in-your-face payday lending brand. The issue many have with Wonga is the ethics of short-term, high-interest...
Fortune Favours the Brave
The wide-ranging skills marketers now need demand a fresh form of career strategy. The recession is no longer an excuse for career stagnation. Marketing recruitment is recovering as businesses boost their brand teams following the deep cuts they...
Google Makes Changes to Top Team in Europe
Felten moves to Google X in US after leading European consumer marketing. Google has promoted Alice Mansergh to its top European consumer marketing role, with her predecessor, Obi Felten, taking up a new job within the company's US team. Mansergh,...
Guru
The destruction of a company's traditional business models causes a variety of emotions and the need for 'change management on steroids', writes Mhairi McEwan. Q: I've watched sectors such as publishing, music and film have their traditional business...
Home-Front Battle
Avis' attempt to retain strapline that was dropped in the US raises complex issues. The decision by the US marketing team at car-rental firm Avis to drop 'We try harder', its strapline for the past 50 years, may have barely registered in the wider...
Kikkoman
The Japanese brand built on the simplicity of its core soy sauce product to take its elegant bottles worldwide. More than 300 years ago, a maternal ancestor of Yuzaburo Mogi, the current chairman and chief executive of Kikkoman, began to learn the...
Microsoft Mobile Ads to Star Hobbit Characters
Microsoft will feature The Hobbit characters Gandalf and Bilbo in advertising for its Windows Phone 8 operating system, after securing a partnership with Warner Bros. The Windows Phone brand aims to capitalise on the eagerly anticipated The Hobbit:...
Opinion
Nokia and Microsoft's Lumia 920 smartphone might help the pair regain ground in a sector where Apple is losing its air of insouciance. For the cool brand in the early-adopter technology sector, the sight of yesterday's leaders trying their hand...
Profile Builder: Who Google Thinks You Are ... Sarah Power, General Manager, Redken & Pureology, UK & Ireland, L'Oreal
- The first link is to Power's LinkedIn profile. - The second pushes to Marketing's 2012 Power 100 feature, a list of the UK's top marketers in which she features. - The next two results push to stories about Power's appointment. Verdict:...
Shift
The Alan Sugar school of marketing is way past its sell-by date Instead, brands must beware everyday sexism in their communications, writes Nicola Kemp. It is the kind of strapline that would make grown men (and women) weep: 'This Christmas, show...
Tech
Explaining the concept of 'The Internet of Things' is difficult, writes John V Willshire, but it revolves around how the maker creates something and the customer brings it to life. I've been thinking about how to explain 'The Internet of Things'...
Televisions
In a saturated market, NPD is centre stage as manufacturers battle for sales, writes Jane Bainbridge. MAIN PLAYERS - Andrew Garrihy, Director of corporate marketing, Samsung Garrihy took over this role in 2011, having previously spent much...
The Marketing Interview: Darryl Bowman, Wonga.Com
The brand's head of marketing is working to rehabilitate its reputation and position it as a serious financial-services provider with global ambitions, writes Alex Brownsell. Given Wonga.com's reputation for being a heartless payday lender, taking...
The Marketing Society Forum: Can Tax Policy Outweigh Marketing in Terms of How a Brand Is Perceived?
Tax issues have created a wave of negative publicity for Amazon, Google and Starbucks in the UK. NO - CLARE FIELD, DIRECTOR, LUTECE LIMITED How should we feel about drinking coffee bought via Switzerland and taxed in Holland? If I drank coffee,...
This Week
Marketing's comprehensive digest of the most significant industry news from the past seven days. ITV set for 'ambitious' rebrand ITV has unveiled what Rufus Radcliffe, its group director of marketing and research, has hailed the 'most ambitious'...
Today's Headlines, Tomorrow's Ads
A growing number of brands are trying to use tactical campaigns to tap into buzz surrounding news events, but marketers need to ensure that the work is relevant, or say no, writes Jane Simms. To be topical, clever and relevant are three attributes...
We'll Call You: Asda
Mole took a quick break from our festive preparations to make a complaint about the Asda Christmas ad, which has a mum-who-does-everything as its heroine. Asda: Hello, can I help you? Mktg: Yes, I'd like to speak to someone about your Christmas...

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