Marketing

Articles from May 1

Adwatch: Knorr Ticks All the Boxes Yet White Ads Lack Spice
Celebrity-chef-led campaign for Flavour Pots has potential but is too formulaic to engage. Unless you know what to look for, you might not have realised that months of scriptwriting and rewriting must have gone into this Knorr seasoning pot ad featuring...
A Marketing Promotion in Association with the IPA: McDonald's 'Your Questions'
Can brand transparency be at the heart of an engaging and effective case study? The IPA thinks so. - Why should you care about this case? 'Transparency,' Starbucks chief executive Howard Schultz says, 'is the currency of leadership'. If true,...
Careers: Bite-Sized Business School: Organisational Behaviour - (Net) Work Your Way to the Top of the Tree
As a marketer, gaining customer loyalty, identifying market opportunities and developing campaigns all come naturally. However, if you want to step up to a leadership position, you may need to apply your marketing expertise to yourself to gain a competitive...
Centre Stage: It's Time to Get a Grip on the Big Brand Squeeze
Bullying, exploitation, a vacuum of fear ... brands are under fire amid accusations of poor practice. Is naming and shaming the worst offenders the best solution, asks Sara Spary. Brands have spent billions tightening up their CSR functions and...
Course Deconstruct: Marketing Communication Masterclass by the Marketing Directors
This oneor two-day course aims to help the planning and creation of effective marketing communications, with a focus on practical exercises and challenges. Sharon Steele, marketing and communications manager at First Ark Group, recently took the...
Craft
Jamie Oliver, MBE, is a celebrity chef, entrepreneur and food campaigner. He entered the spotlight in 1999 with BBC TV show The Naked Chef; his most recent series was Jamie's Comfort Food, on Channel 4. Creativity is all in the execution. However...
Craft Curated
TOYOTA Toyota asked consumers to vote for their favourite buskers worldwide, whether guitarists, keyboard players, vocalists or percussionists, to create a crowdsourced band as part of its digital #FeelingTheStreet campaign. Once the votes are in,...
Embrace Purpose - and Naivety
The problem with 'marketing for good' is that it implies the rest is 'marketing for bad', somebody clever pointed out to me recently (you'll find him discussing another topic on page 27). While that's true, what's increasingly clear is how all brands...
Frontline: Keep It Simple, Stupid
Simplicity cuts through, so why do marketers tend to complicate things, asks Hugh Fletcher. There's not much I remember from my university days (for a number of reasons that I won't go into here). In reality, I don't apply much of the theory that...
Hey CEOs, You're Welcome
The rise and spread of global brands aptly illustrates the debt so many companies owe to marketers. It's time we shouted about it, writes Will Harris. I'm on my way to Africa, and unashamedly excited about it. Not the South Africa version of...
Ignorance Is Good
Many marketing teams so hate being defined by the original purpose of the business in which they work that they would rather see it do the complete opposite. Of the four main protagonists in the recent Top Gear meltdown, three came out badly: Jeremy...
I Know: 'You Have to Learn to Be Comfortable with Being Uncomfortable'
Honesty over false kindness. I can't bear hypocrisy. I believe in fairness. As a leader you have to keep your ship in balance and also give no false kindness. Leadership is hugely complex; you have to be honest with people. You should be honest when...
Marketing for Good
The rise of ultra-transparency has placed CSR in the midst of a revolution, with huge implications for marketing. Enron won a 'corporate conscience' award from the Council on Economic Priorities five years before it went bankrupt. In fact, until...
Marketing Leader of the Year Poll
Presenting the shortlist for The Marketing Society Marketing Leader of the Year 2015, in association with Marketing. The winner, voted by our readers and members of The Marketing Society, will be announced at the Society's Awards for Excellence on...
Marketing Masterclass: Customer Loyalty
Marketing's new monthly series starts with a masterclass on how to improve your NPS. By Nick Hague, director, B2B International. Customer loyalty is of strategic importance to all organisations. It generates customers with a high lifetime value....
Marketing to Mums Is Broke
In brands' persistent, misguided belief that they can market to mothers as a homogeneous group, their characterisation of women ranges from the idealised to the absurd, writes Nicola Kemp. For me, it happened very quickly. Immersed in the euphoria...
My Month: Hugh Pile
The chief marketing officer of L'Oreal UK & Ireland on the organisational challenges and personal rewards of embracing change. Nine months ago, I was living in Vietnam - a land of loud noises, bright colours, intense heat and an electric pace...
On the Shelf: Understand an Attack to Strengthen Your Defence
Bruce Daisley, managing director of Twitter UK, reviews Countdown to Zero Day: Stuxnet and the Launch of the World's First Digital Weapon. Countdown to Zero Day: Stuxnet and the Launch of the World's First Digital Weapon By Kim Zetter. Published...
Power 100 Voices: Finding Your Purpose
A story that has real emotional power makes for content that has the ring of truth - a quality savvy consumers now expect from brands, writes Sally Cowdry, Camelot's marketing and consumer director. Since 2008's financial crisis, consumer trust...
Shift: The End of Leisure
Time has become consumers' greatest luxury as the smartphone encroaches on their life outside work, so brands need to alter their thinking, writes Nicola Kemp. Time is now the ultimate luxury. In a previous life I coveted high heels, handbags and...
Social Tracker
Will Conservatives' investment in social-media campaigning make a difference on polling day? If 2010's poll was the social-media election, 2015's could be dubbed, as it has been by Facebook, the 'conversational election'. This reflects how the...
Suzi Williams Exits BT, While Zaid Al-Qassab Joins in New Brand Role
BT marketing and brand director Suzi Williams is leaving the company after a decade. The news came as BT announced the appointment of Zaid Al-Qassab to the new role of chief brand officer, in which he will lead group marketing strategy and brand....
Tech-Deciphered: Shona Ghosh Cuts through the Noise Surrounding the Connected Consumer
- Future Google robots might behave like 'deceased loved ones' Google has patented a system that it hopes will enable robots to be programmed with personalities, based on a person's preferences and habits, or even replicate the personality of a deceased...
Techknow: The Future Is Lights, Camera, Reaction
It's early days for live-video-streaming apps, but watch this space: the prospect of being able to run real-time-response campaigns is tantalising, writes Mel Exon. There is something almost poignant about a meerkat being knocked on the head by...
The Essay: Admit It - You Just Don't Know What You're Doing
Most people have never applied much critical thought to ads, with their efforts to make the very best work being hampered by ignorance, writes AMV BBDO's Craig Mawdsley I'm a Wolverhampton Wanderers fan, and attend a lot of football matches at Molineux....
The Marketing Society Forum: Marketing for Good -the Only Sustainable Future for the Industry?
The ethics of consumerism are hugely important to a generation that won't think twice about boycotting companies for any lapse in their moral obligations to the environment and society. Can brands afford to ignore CSR or treat it simply as a cosmetic...
The Rise of the New Cultural Diplomats: The Cassandra Report
Generation Y is: Big 2bn of them globally Influential worth dollars 2.5tn by 2020 Powerful 52% of the world's population is under 30 Group-oriented/inclusive 69% of UK Generation Ys say it is important for them to have a lot of good friends...
The Unilever School of Marketing for Good
The Unilever brand has fast become the benchmark of responsible capitalism. Since the launch of its Sustainable Living Plan in 2010, the business has sought to prove that social value and shareholder value go hand in hand. Keith Weed, chief marketing...
Tracey Follows: The Future of ... Food
The world's fast-growing population faces a major crisis if changes are not made to the way in which we produce food. Start-ups, scientists and big brands are already at work on the problem, and marketers have a vital role to play in educating and...
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