Marketing

Articles from January 16

Adwatch
Marketing's unique weekly analysis of advertisement recall in association with TNS. Littlewoods The online-only retailer took a decidedly traditional position for its Christmas campaign Did anyone actually leave the house on Boxing Day? Perhaps...
A Marketing Promotion: Brands Connect TV and Video Advertising
As users consume more video content online and television gets connected, brands need to respond as these two advertising platforms converge. Jane Bainbridge reports on the findings of a special Marketing roundtable debate. Watching video content,...
And Finally: We'll Call You - Morrisons
Ever since he gave the Aussies a summer of cricket tuition in 2005, Andrew Flintoff has been Mole's hero, so we were upset to hear the chain had dropped him. Mktg Hello, is this the customer service line? Morrisons Yes, can I help you? Mktg...
Brand Barometer
VIRAL HIT OR MISS? Social video expert Unruly evaluates Apple's latest viral campaign Apple iPhone 5 - Dream What's your favourite dream? The one where you win an Oscar? Or is it the one where you wake up next to Scarlett Johansson or Ryan...
Brand Manager of the Week: Mark Stone, Owner and Managing Director, Hisaki Snacks
Describe yourself in three words. Dynamic, demanding and enterprising. What would you be if you weren't a brand manager? Musician, explorer or (in the real world) an Asian food-inspired restaurateur. What advice would you give someone starting...
Burger and Chicken Restaurants
McDonald's dominates, but consumers have a growing taste for healthy options, writes Jane Bainbridge. WINNERS AND LOSERS McDonald's Remains the market leader with its big estate and high visibility. It is the most-widely used of the brands:...
Cereal: Crunchy Nut Losing Its Bite
Sales of the cereal are in decline as more people opt for breakfast-on-the-go. Long working hours have forced many consumers to turn to the 'deskfast' - breakfast eaten in the office. Meanwhile, several reports released in the past year have...
CES: The Trends to Watch
To save you making the trip to Las Vegas, Marketing asked Sarah Ivey, director of communication planning worldwide at media network Initiative, to scour CES - the world's biggest show of its kind - and highlight the key developments for marketers....
Editor's Comment: Welcome - Be Disciplined: Do Away with Time-Draining Distractions
In 2002, Google launched '20% time', encouraging engineers to spend a fifth of their time working on innovation projects beyond their day-to-day tasks. It is still a cornerstone of the company's culture - and it should get us all thinking. It's...
Kiehl's
The cosmetics company, steeped in New York tradition, has become an internationally successful brand. In 1851, John Kiehl joined the Brunswick Apotheke shop in the East Village neighbourhood of New York City as an apprentice. In 1894, he bought...
Marketing Promotion: There's Never Been a Better Time to Be a Marketer
If anyone's going to wax lyrical about fresh beginnings right now, it's me. I'm two months into the IDM chief executive role and I've never been more excited about a job. After a tough recession, amidst unprecedented technological and behavioural change,...
Opinion
Whatever the organisational hierarchy, CEOs prove their worth when it comes to internal communications, where 'top-down marketing' truly matters. A total brand relaunch is a big deal, often the pivotal moment of a marketer's career. In this high-stakes...
Profile Builder: Who Google Thinks You Are ... Andreas Hilger, Vice-President, Marketing, Western Europe, AB InBev
- The first link is to Hilger's LinkedIn profile. - The next is to a profile piece about him in Marketing. - The third pushes to a Marketing story about his appointment at AB InBev. - The fourth is to a YouTube video featuring Hilger discussing...
Shift
As consumers' new-year resolutions to get fit start to fall by the wayside, it is time to acknowledge the consequences of movement being designed out of everyday life, writes Nicola Kemp. If, like me, you snaffled your way through one mince pie...
Tech
The concept of the 'Internet of Things', whereby billions of everyday objects might 'talk' to each other, raises a host of possibilities for brands and marketers, writes Graham Oakes. Consider smart meters. EDF Energy is trialling a meter that monitors...
The Career Pivot
Marketers languishing in the same job must refocus to meet the digital challenge. For many marketers, finding a fresh challenge will be a high priority for the new year. In this economic climate, expanding their digital skills, rather than jumping...
The Marketing Interview: Jon Goldstone, Unilever
The FMCG company's vice-president for brand-building, food and ice cream has a broad remit but a focus on innovation and sustainability, writes Jane Bainbridge. Jon Goldstone has been at Unilever only for four months, so it is understandable that...
The Marketing Society Forum: Can Regular Discounts Drive Loyalty as Well as Opportunistic Purchases?
Starbucks has introduced a 60p discount on lattes bought before 11am on Mondays. YES - JAMES MURPHY, FOUNDING PARTNER AND CHIEF EXECUTIVE, ADAM & EVE/DDB If the product being promoted is in a category where consumption is habitual, then regular...
This Week
Marketing's comprehensive digest of the most significant industry news from the past seven days. 'Cheap' iPhone rumoured Apple is reportedly developing a lower-end iPhone to reassert its grip on the smartphone market, in the face of the rise...

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