Magazine article Marketing


Magazine article Marketing


Article excerpt

PizzaExpress misses the mark

Kate Waddell , consultant, Brandsmiths, London, WC2H

Could someone please explain the logic behind PizzaExpress' decision to spend a large sum of money on advertising as 'economic conditions tighten'? (Marketing, October 25)

PizzaExpress' enviable success to date has come through striking a delicate balance of foodie credentials, low-key sophistication and undaunting accessibility. Surely the use of overt advertising and the pastiche look to the forthcoming ads threatens to unstitch some or all of these admirable qualities?

From a bystander's (and frequent brand user's) point of view, the brand has done much in recent years to refresh itself and ensure customer recruitment. The recent extension of the menu not only excited perhaps too familiar palates but better served the more adventurous or health conscious among their customers. The extension of the brand into grocery through its distribution deal with Sainsbury's has no doubt helped to introduce the brand to new customers and Cafe Pasta seems a logical addition to the brand family.

The use of retro-irony in brand communications is now firmly in the territory of Austin Powers and spoofery-an uncomfortable fit with the authentic, cosmopolitan and deliciously understated personality of the PizzaExpress brand.

Furthermore, I believe the 'Word of mouth since 1965' strapline serves only to prove how potentially selfharming this ad campaign could be.

As economic conditions tighten, it's our view that limited funds can be made to work harder by consolidating and capitalising on the existing strengths of the brand and exploring how to develop the consumer experience still further - a strategy that appears to have worked well for the brand to date.

Distance learning is vital to the future of marketing education

David Longman, marketing and communications director, MRI International (Europe), London, WC1A

When interviewed for the post of director of the Communications, Advertising and Marketing Education Foundation (CAM) a few years back, my proposals centred on distance learning. How many of us in demanding roles have the time to attend dreary colleges in the bleak midwinter? …

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