Marketing Week articles from July 2009

Marketing Week archives from July 2009

LEADER: Marketing week live meets expectations.(Conference news)
July 2, 2009... I am writing this on the run. I'm down at the Grand Hall at Olympia checking out the first day of Marketing Week Live, our event that reflects the integrated nature of modern marketing. (If you still don't know what I'm talking about check...

GOVERNMENT: Healthy Start vouchers to receive direct marketing aid.(Brief article)
July 2, 2009... The Government is planning a new direct marketing push to boost its Healthy Start voucher scheme aimed at pregnant women and mothers of young children on means-tested benefits. The Department of Health wants to boost the number of women...

ADVERTISING STANDARDS: ASA clears brewery of 'ambush marketing'.(Advertising Standards Authority)(Fuller's Brewery)(Brief article)
July 2, 2009... Fuller's Brewery has been cleared of what many describe as "ambush marketing" after the Advertising Standards Authority rejected a complaint from the Rugby Football Union. The ad for London Pride ran during this year's Six Nations...

NEW CAMPAIGN: Arthur's anniversary toast.
July 2, 2009... Diageo's first global TV campaign for Guinness celebrates the brand's 250th anniversary with the depiction of a global toast to founder Arthur Guinness. The ad, created by Saatchi & Saatchi EMEA, features drinkers in a Dublin bar raising...

AUTOMOBILES: VW claims commercial range is sound investment.(Volkswagen Group UK Ltd.)(Brief article)
July 2, 2009... Volkswagen Commercial Vehicles is launching a marketing campaign as part of a strategy that aims to reposition its vehicles as sound investments. The digital, press, retail and radio activity, the latter voiced by Ray Winstone, uses the...

AUTOMOBILES: Nissan launches umbrella strategy to push city cars.
July 2, 2009... Welcome to Simplicity drive aims to bolster Nissan's status as a small car expert. By Louise Jack Nissan in Europe is embracing a new marketing strategy that encompasses its three small cars, including the new low-cost model Pixo, in one...

RETAIL: Matalan inks Sky music deal to target young women.(Sky Digital)(Brief article)
July 2, 2009... Matalan is widening its sponsorship strategy to target young women after signing a deal with Sky to sponsor two live music shows this summer. The retailer is to sponsor the first runs and repeats of Madonna and Girls Aloud concerts across...

GOVERNMENT/NOT FOR PROFIT: #3m to getting Britons active.(Brief article)
July 2, 2009... The fitness industry, led by the Fitness Industry Association (FIA), is donating #3m-worth of resources to help Britons become more active through a MoreActive4Life initiative. The MoreActive4Life launch forms part of the Government's...

DIGITAL: Yahoo! plots major rebrand to boost its global standing.(Brief article)
July 2, 2009... Overhaul thought to be the reason for delay in unveiling new homepage. By Mary-Louise Clews Yahoo! has confirmed it is working on several initiatives "to unleash [the] incredible power globally" of its brand, following reports it is...

SPORT: F1 tainted by the row between FIA and teams.(International Automobile Federation)(Brief article)
July 2, 2009... No brand is immune from being tarnished, and the schism that has surrounded Formula One in recent weeks seems to have left its mark, according to the latest MarketingWeek.co.uk poll. Although the results were close, more than half (52%) of...

FOOD: McDonald's unveils latest ad in 'quality food' drive.(Brief article)
July 2, 2009... McDonald's is this week launching the latest instalment of its "That's What Makes McDonald's" campaign, which focuses on the message that its burgers are made from whole cuts of real beef. The campaign, created by Leo Burnett, promotes...

ANALYSIS: How digital makes it easier to engage with an audience.
July 2, 2009... With digital media now firmly entrenched in the marketing mix, there was no shortage of advice about how to make the best use of it throughout the festival. Joe Fernandez reports from France New media was the hot topic at the Cannes Lions...

SPONSORSHIP: LG targets young adults with lifestyle-led phone campaign.
July 2, 2009... Electronics company to show how touch phones can enhance everyday life. By Camille Alarcon LG Electronics is launching a series of sponsorship idents on Channel 4 and E4 to promote its range of touch phones to 16- to 24-year-old...

RETAIL MEDIA: Co-op Media Centre to offer ads on cashpoints.(Brief article)
July 2, 2009... Advertisers will soon be able to buy space on Co-op cash machines as the Co-operative Media Centre widens its scope across the supermarket- to-travel-business group. The Co-operative Media Centre acts as a central point for advertisers...

RADIO: Absolute plots iAmp to extend mobile access.(Absolute Radio UK)(Brief article)
July 2, 2009... Absolute Radio is continuing to expand its mobile offering with the launch of the first radio application for Google Android. The Absolute Radio iAmp application allows people to listen to Absolute, as well as digital extensions, Classic...

TELEVISION: Sky to fight Ofcom call to open up pay TV market.(British Sky Broadcasting Group PLC)(Brief article)
July 2, 2009... BSkyB is vowing to fight back at media regulator Ofcom's proposal to make much of its content, including sports and movies, available to other broadcasters to ensure greater competition. Sky's response comes after Ofcom released its third...

POLITICS OF MARKETING: Kotler provides seat belts for bumpy ride ahead.(Philip Kotler)
July 2, 2009... According to marketing guru Philip Kotler, long periods of prosperity are a thing of the past. Turbulent times are the new order Philip Kotler is one of the world's leading management and marketing gurus. So, since I had the ear of the...

BEST OF BLOGS: Stuart Smith on Cannes Lions 2009 and the king of pop.
July 2, 2009... This year's winner of the Cannes Lions ad festival was no surprise. There's no doubt that Tribal DDB Amsterdam's Carousel is a cinematic tour de force. It consists of one big tracking shot of a heist gone wrong, the conceit being only the...

LETTER: New name, no gain?(Letter to the editor)
July 2, 2009... I completely agree with Ruth Mortimmer in her article, "Pizza Hut's reheating of stale rebranding ideas fools nobody" (MW 18 June). Surely if the name change were not just a PR stunt, the rejection of the exact same plan in the US should...

LETTER: Embracing the free-ad model.(Letter to the editor)
July 2, 2009... The Digital Britain Report isn't all doom and gloom for the regional press. Newspaper groups can still increase their readership, and drive new revenue streams - as long as they successfully commercialise their product offering. The...

LETTER: Buying in to carbon foot-print labelling.(Letter to the editor)
July 2, 2009... A new study by the Carbon Trust has found that almost two-thirds of consumers are more likely to buy a product if action is being taken to reduce its carbon footprint. And according to a study, around 70% of consumers want businesses to...

BRAND-LED MARKETING: The brand ties that bind.
July 2, 2009... Technology and electronics companies are ditching their gadget-led campaigns and instead taking their brand values to the consumer. Their aim is to capture people's hearts and win their loyalty, as car makers and FMCG brands have done before....

BRAND-LED MARKETING: The autos model.
July 2, 2009... Finding a balance between informative product-led advertising and brand positioning has long been an issue in the automotive sector. For a premium brand, such as BMW, the priorities are clear - it is key that the marque positions itself...

BRAND-LED MARKETING: The YouTube effect.(Brief article)
July 2, 2009... YouGov's BrandIndex data identified that campaigns from T-Mobile (Liverpool Street station's Flash Mob dance routine) and Cadbury (Gorilla) had an instant uplift on the brands' buzz score, with consumers increasingly talking about the ads,...

LOYALTY SCHEMES: THE FRONTLINE.
July 2, 2009... We ask marketers on the frontline whether our analysis on loyalty schemes matches their experience on the ground Jan-Pieter Lips Managing director at Nectar Loyalty is not necessary for every business, but it is the best value- led...

MARKET RESEARCH: Now you're talking my language.
July 2, 2009... Quantitative and qualitative methods may be as different as English and Chinese, but an integrated approach to market research will deliver more useful results that get closer to the truth. By Morag Cuddeford- Jones If you're good with...

MARKET RESEARCH: CASE STUDY - Axe.
July 2, 2009... In its effort to launch market-leading men's deodorant product Axe (marketed as Lynx in the UK) across South America and Asia, Unilever is undertaking an ongoing study of men's associations with the product using both qualitative and...

LAST WORD: The Secret Marketer.(Column)
July 2, 2009... Regular readers of this column (I do hope that there are some of you out there) will remember that I was rather underwhelmed by my recent visit to the Hampton Court Foodies Festival. Bruised but not battered by this experience, I continued...