Marketing articles from April 2012

Marketing archives from April 2012

DIY Retailing
April 25, 2012... Retailers' fortunes have been mixed amid post-recession changes in spending. MAIN PLAYERS JO KENRICK - Marketing director, Homebase Kenrick is an experienced marketer, having worked at Woolworths, Asda, PepsiCo and Mars. She is also a...

Opinion
April 25, 2012... A proposal to limit tax relief on donations has met with much bleating, but charities that play the victim are being disingenuous. One of the cleverest fundraising ideas devised by the charity sector was the Christmas goat. Instead of...

Guru
April 25, 2012... The proliferation of social media can leave marketers to deal with a firestorm of negative comment when something goes wrong, writes Mhairi McEwan, but it also presents a priceless opportunity. Q: We've had a bad month on customer relations,...

Shift
April 25, 2012... The beautiful story of Caine's Arcade shines a light on the shifting currents of the post-digital world, writes Nicola Clark. It's not an app, it wasn't dreamed up by teenage coders in a Palo Alto garage and it is made entirely of cardboard,...

G.M.O.O.T.(market strategy)(Brief article)
April 25, 2012... Pronunciation: /'Gmu:t/ Acronym: Get me one of those At a time when consumers are suffering from technology fatigue, it is difficult to identify stand-out innovation that sends shivers down the spine. This month's Coachella music and arts...

The Marketing Society Forum: Should Certain Types of Brands Be Prohibited from Sponsoring Sport?
April 25, 2012... McDonald's and Coca-Cola have been criticised as unsuitable Olympic sponsors in some quarters. NO - BRENDAN TANSEY, CHIEF EXECUTIVE UK, WUNDERMAN This is not a simple question, because many food companies make a range of products from...

Naim
April 25, 2012... The highly-respected audio brand is known for its understated design and ground-breaking systems. Like many specialist British brands, high-end audio manufacturer Naim was born out of a slightly obsessive quest to create a product that...

Instagram
April 25, 2012... What lies ahead for the photosharing app after its dollars 1bn takeover by Facebook, asks Kim Benjamin. Instagram has amassed more than 30m users since its launch just 18 months ago. It is little surprise, then, that the smartphone...

Marketer of the Year Poll
April 25, 2012... The past year has brought big changes to the business landscape, forcing marketers to be more resourceful than ever. These are the nominees for The Marketing Society Marketer of the Year 2012, to be voted on by readers of Marketing and presented...

Adwatch
April 25, 2012... Marketing's unique weekly analysis of advertisement recall in association with tns. Tesco Chain's 'pounds 5 off pounds 40' offer ignores its fundamental strategic problems There isn't a more fascinating, complex issue in marketing at...

The Marketing Interview: Carolyn McCall
April 25, 2012... The easyJet chief executive wants to assign its spats with rivals to history and highlight the airline's value proposition. It is on an easyJet flight, wedged between chief executive Carolyn McCall and the carrier's marketing director, Peter...

Editor's Comment: Welcome - Calm reaction vital in a social-media storm.(Editorial)
April 25, 2012... It takes a strong, experienced marketer to withstand the slings and arrows of social media. What, for instance, is going through the minds of marketers at Mars? Is it dismay at how their Euro 2012 TV ad has polarised opinion on Twitter, with...

Cover Story: In-house.
April 25, 2012... 'As this week's cover subject is our exclusive interview with easyJet's chief executive, I wanted to use the colour orange prominently,' says Carl Golsby, art editor, Marketing. 'My initial idea (see below) was inspired by a 2011 press ad for...

Breaking.(Cristian Cussen joins Google UK Ltd.)(British Gas launches adverstising campaign)(Muller Dairy appoints Michael Inpong )(Brief article)
April 25, 2012... Virgin and John Lewis are the brands Britons most think the nation should emulate, according to a survey by McCann London. Meanwhile, 65% of respondents agreed that 'despite its faults, Britain is still a great country to live in', up from 59%...

Flybe in pounds 9m repositioning push.(advertising by Souk)(Brief article)
April 25, 2012... Flybe, the biggest regional carrier operating across Europe, is undertaking a pounds 9m marketing repositioning to distance itself from negative perceptions of the low-cost airline model. The campaign, created by ad agency Souk, encompasses...

Strongbow shifts ad strategy.(Brief article)
April 25, 2012... Strongbow, the UK's biggest-selling cider, is aiming to become a more aspirational brand with the launch of a multimillion-pound ad campaign. Next week (30 April) it will unveil a fresh creative strategy that introduces the strapline...

Red Bull set to roll out Editions offering in UK.(Red Bull Company Ltd.)(Brief article)
April 25, 2012... Red Bull is gearing up to launch a drinks range called Editions in the UK, as it seeks to grow its share of the buoyant energy-drinks market. The three variants - cranberry, blueberry and lime flavours - will be called 'The Red Edition,' 'The...

Orange Charity Split despite PM Backing
April 25, 2012... Suspension of Orange RockCorps sponsorship hints at demise of mobile brand. Orange has put its sponsorship of the RockCorps gigs on hold, in a decision that will add to speculation that the mobile brand will be dropped by parent company...

Lewis criticises athletes over sponsor tweets.(Denise Lewis )(Brief article)
April 25, 2012... Olympic gold medallist Denise Lewis has condemned athletes' endorsement of sponsor brands on Twitter as 'a dangerous game'. However Lewis, speaking exclusively to Marketing, conceded the participation of brands in the London 2012 Olympics is...

Delabriere resurfaces at Mars Chocolate.(Mars Chocolate UK)(Thomas Delabriere)(Brief article)
April 25, 2012... Mars Chocolate UK has hired former Innocent chief Thomas Delabriere as marketing director for its Bitesize portfolio. Delabriere, who will be responsible for global and local marketing strategies for the Maltesers, M&Ms and Galaxy...

This Week
April 25, 2012... Marketing's comprehensive digest of the most significant industry news from the past seven days. - Tesco to 'build better brands' Tesco chief executive Philip Clarke has said the supermarket needs to refocus on its 'every little helps'...

Ryanair launches hotels website.(Brief article)
April 25, 2012... Ryanair chief executive Michael O'Leary caused a stir again last week with the launch of a hotel-comparison site, promising a EUR1m email marketing push to drive awareness, writes Loulla-Mae Eleftheriou-Smith. True to form, O'Leary appeared...

Brand in the news: Sony.(restructuring)(Brief article)
April 25, 2012... - What has happened? Sony Europe has launched a 90-day consultation period to reduce its headcount by 1000, which represents about 15% of staff in the consumer electronics division. The cuts are part of a wider Sony Group restructure...

When Social Media Turns Bad
April 25, 2012... The avenues for instant feedback afforded by social networks often result in a stream of negative comme nts from consumers, but how should marketers react, asks David Benady. The proliferation of social media has offered marketers an...

Alcohol Anonymity
April 25, 2012... A proposal to make plain packaging mandatory is a new worry for drinks brands. Hardly a week goes by without the alcohol industry unveiling a corporate social responsibility initiative, but it appears that such activity is falling on deaf...

Tech
April 25, 2012... The figure attached to Facebook's buyout of photosharing service Instagram reflects the value of the data generated by the core business and the thriving 'Instagram economy', writes John V Willshere. A billion dollars really is quite a lot of...

Marketing Promotion: I'm hearing a lot of hype about internet-connected TVs. Future or fad?(Brief article)(Statistical data)
April 25, 2012... Mark Howe Country sales director, Google UK. According to the IAB and Adjust Your Set, web-connected TVs will account for 90% of the market by 2014, so it is happening. Think of the trends pointing toward this: - Fusion of TV and internet...

Profile Builder: Who Google Thinks You Are ... Dan Cobley
April 25, 2012... Vice-president and managing director, UK and Ireland at Google. - The first link is to Cobley's Twitter account. - The second is to his profile on TED. - The next is to a YouTube video of Cobley speaking at HSBC Start-Up Stars, where he...

My Secret Work Weapon: I have found the key to youth ... through my iPhone.(smartphones)(Brief article)
April 25, 2012... I have to make sure I'm always in touch with our audience so my secret weapon is my iPhone. Digital is a vital platform for us and being connected is critical so I can see what our consumers are doing online, what they are tweeting. We drive...

Most Viewed Job.
April 25, 2012... Views - 212 Week: 9-15 April Title: Research manager Recruiter: UKIE Did you find this article useful? Why not subscribe to the magazine? Please call 08451 55 73 55 for more information or visit www.haysubs.com

Brand Manager of the Week: Andy Box, Brand manager, Bombardier beer.(Interview)(Brief article)
April 25, 2012... - Describe yourself in three words. Enthusiastic, persistent, organised. - What would you be if you weren't a brand manager? An aspiring golf pro. - What was your first job? Market research assistant. - How did you get your...

And Finally: We'll Call You - the Co-Operative Food
April 25, 2012... Mole has contracted a serious case of Diamond Jubilee fever, so an offer on the grocery chain's site to 'win a Jubilee street party' promised to tackle the symptoms. Mktg Hi, do you know anything about The Co-operative giving away vouchers to...

Cereal, Energy and Snack Bars
April 18, 2012... The growth of cereal bars as a breakfast substitute makes this a vibrant market. MAIN PLAYERS SARAH HEYNEN, Brand director, United Biscuits Heynen joined UB in 2003 as brand director for McVitie's. In 2006 she became marketing director...

Marketing Promotion: Embracing Social Business Design
April 18, 2012... A culture shift of enormous proportions is required if a business is to survive and thrive in the digital era. When Google launched a short lifetime ago, it realised very quickly that it couldn't possibly scale its customer service to meet...

Guru
April 18, 2012... P&G's claim that it can quantify return on social-media spend is impressive, writes Will Harris, but the most telling developments in this area are still to come. Q: In Marketing's recent interview with Marc Pritchard, he revealed that...

The Marketing Society Forum: Can a Brand Gain from Adopting a Rival's Disused Marketing Idea?
April 18, 2012... Morrisons has registered variations of a trademark that borrows from a former Sainsbury's slogan. NO - ALAN GILES CHAIRMAN, FAT FACE I would steer clear of recycling a competitor's marketing idea. If used in jest, it can come across as a...

Marketing Promotion: How Ad Clearance Helps Brands
April 18, 2012... Clearcast helps get advertising on air and keep it there. MD Chris Mundy explains what it does for brands. Chris Mundy joined Clearcast as managing director when it was founded in 2008. He joined from the BBC, where he was director of...

Shift
April 18, 2012... Consumer expectations that companies should behave in a human way are growing. So brands would do well to admit their flaws and embrace honesty, writes Nicola Clark. Trenton Oldfield, the 35-year-old man who swam into the paths of the Oxford...

G.M.O.O.T.(market strategy)(Brief article)
April 18, 2012... Pronunciation: /'Gmu:t/ Acronym: Get me one of those Unless you have been living under a rock for the past month, you can't fail to have noticed Facebook's acquisition of the immensely popular photosharing service Instagram for a reported...

Tech
April 18, 2012... Open-source software is a key driving force behind mobile marketing. Graham Oakes explains the tools that are helping developers to create apps for a variety of mobile platforms. Whether it's an app to help you explore Tate Modern, an SMS...

Marketing promotion: Can any brand 'do a Red Bull' with digital content?(Brief article)
April 18, 2012... SHUVO SAHA - Industry director, FMCG, Google UK Visit Red Bull's YouTube channel and you won't be surprised to see amazing footage of death-defying motorbike stunts, incredible skydiving exploits and extreme snowboarding. We've all got used...

Perrier
April 18, 2012... The water brand has thrived for more than a century, thanks to its natural credentials and sophisticated image. With its green droplet-shaped bottle and art nouveau-style logo, Perrier could scarcely seem more French. However, it was an...

Copenhagen
April 18, 2012... The lager will be aimed at both sexes as it aims to become a global brand, writes Gemma Charles. Carlsberg's flagship brand has made its name through blokey marketing and football tie-ups. Now, however, it is trying to get in touch with its...

The Marketing Interview: Ian Cranna
April 18, 2012... Starbucks' coffee giveaway last month certainly attracted publicity, but major challenges loom for its UK vice-president of marketing. Starbucks has earned its reputation as a digitally focused business adept at deploying cutting-edge...

The Myth of the Ageless Society
April 18, 2012... Marketers can be ruthless in targeting their core audience with age-specific ads, but can brands appeal to consumers in different age groups without alienating others, asks David Benady. Our ageing society is creating a headache for...

Special Report: Design - United Kingdom of Design
April 18, 2012... Innovative design from the UK is giving brands an edge. Moreover, with the Olympics and the Diamond Jubilee drawing close, it's a prime time for brands to celebrate British design, writes Anna Richardson Taylor. The UK has been a world leader...

Nissan on the Rise
April 18, 2012... The marque is intent on sustaining the remarkable growth in its UK share, writes Alex Brownsell. The Nissan brand has rarely taken centre stage, compared with its more illustrious competitors, but in the past few weeks it has been firmly in...

Do You Know Generation Z?
April 18, 2012... Brands targeting young people should avoid the 'cool' trap and focus on trust. Once again, it seems that marketing is to blame for the nation's ills 'Aggressive marketing' was cited as one of the causes of last August's riots by a...

Brand Barometer
April 18, 2012... A new book by Stefan Olander, Nike's vice-president, digital sport, and AKQA founder Ajaz Ahmed, promises to bring clarity to the 'metrics that matter' in the digital age. From creating a stream of virals, like those featured on this page...

Adwatch
April 18, 2012... Marketing's unique weekly analysis of advertisement recall in association with tns. Lynx Haircare product ad maintains the brand's personality, but needs a stronger creative idea Matthew Heath, Chief strategy officer, LIDA Lynx does...

Opinion
April 18, 2012... Big business is taking virals seriously, so marketers should check out the latest research to give their work the best chance to fly. It began as a spontaneous fusion of creative exuberance and commercial opportunism. The clever, branded...

Editor's Comment: Welcome - Olympic sponsors are media lightning rods.(Editorial)(Brief article)
April 18, 2012... As sponsorship success stories go, there can be few to touch LOCOG's achievement in raising pounds 2bn to help fund the pounds 9.3bn cost of the London 2012 Olympics. Call it coincidence, but a rising tide of bad press for Olympic sponsor...

Cover Story: The River Group.(Cover story)(Brief article)
April 18, 2012... To explore how marketers represent - or misrepresent - different age groups, River undertook original research with YouGov. This revealed just how excluded certain sections of society feel. The challenge for marketers is: are you talking to...

SEAT plots strategy overhaul.(automobile copmpany marketing)(Brief article)
April 18, 2012... Spanish car-maker SEAT is revamping its marketing strategy in an effort to improve brand perception outside Spain. The Volkswagen-owned marque has hired WPP agencies Grey London and Possible Worldwide to its European account in an attempt to...

Sarah Power joins L'Oreal.(Brief article)
April 18, 2012... Sarah Power, the former UK and Ireland marketing director at Burger King, has resurfaced, leading the UK haircare division at L'Oreal. Power left Burger King in January 2011 after four years with the fast-food chain. She was among several...

Virgin Media pulls TiVo ad after BBC complaint.
April 18, 2012... Virgin Media has pulled an ad starring David Tennant and Sir Richard Branson after BBC Worldwide, the commercial arm of the BBC, complained that it used Doctor Who to promote Virgin Media's DVR service, TiVo. BBC Worldwide was concerned that...

Breaking.(Peugeot markets its automobile)(Brief article)
April 18, 2012... Peugeot is to promote its 208 model to younger drivers with an online campaign featuring popular YouTube dancer Marquese Scott. The French manufacturer has launched a video clip, by Initials Marketing, featuring Scott. Schweppes, the...

LOCOG Backs Sponsors amid Media Allegations
April 18, 2012... Organiser defends Adidas, Coca-Cola and McDonald's after public health and 'sweatshop' claims. LOCOG has come out fighting in support of its commercial partners, following a series of media reports criticising the role of London 2012 sponsors...

Tesco adds last-minute deals to Clubcard.(Brief article)
April 18, 2012... Tesco is to overhaul its Clubcard scheme with the launch of a 'Love loyals' programme designed to reward its best customers and the roll-out of a last-minute deals service. The retailer, which this week will outline its strategy to get its UK...

This Week
April 18, 2012... Marketing's comprehensive digest of the most significant industry news from the past seven days. - Adidas in biggest UK campaign Adidas has rolled out its biggest UK ad campaign to date, showcasing British talent and encouraging UK...

Profile Builder: Who Google Thinks You Are ... James Tipple, Brand Director, Europe Virgin Group
April 18, 2012... - The first link leads to a story in Marketing about Tipple's appointment. - The second is to Marketing's section on Vodafone, where Tipple once worked. - The next is to Virgin's page on LinkedIn. - The fourth is to a story on M&M...

My Secret Work Weapon: Your children expose you to a variety of influences.(Viewpoint essay)(Brief article)
April 18, 2012... My secret work weapon is having two kids. My six and eight-year-old girls have made me aware of the marketing opportunity presented by the virtual world. Moshi Monsters is huge, for example; the next generation is totally comfortable with the...

Most Viewed Job.
April 18, 2012... Views: 243 Weeks: 26 March-9 April Title: Marketing project manager Recruiter: XL Group Did you find this article useful? Why not subscribe to the magazine? Please call 08451 55 73 55 for more information or visit www.haysubs.com

Brand Manager of the Week: Ben Hitchcock, Head of Marketing, Everest Home Improvements
April 18, 2012... - Describe yourself in three words. Dynamic, commercial, commercial. - What would you be if you weren't a brand manager? Professional tennis player. Ranked at least in the top one would be good. - What advice would you give someone...

And Finally: We'll Call You - Digital UK
April 18, 2012... Mole was unaware of the digital switchover, on account of living underground, so news of BBC Two's 'demise' sent us scurrying for the phone to make sense of it all. Mktg Hello. Can I speak to someone about the digital switchover? Digital...

Crisps and Salty Snacks
April 4, 2012... The lingering effects of the recession have left UK consumers eager to spend on affordable snack treats, but made them more likely to want to buy them only on special offer, writes Jane Bainbridge. MAIN PLAYERS Sebastian Micozzi, Head of...

Marketing Promotion: The Thinkboxes Awards for TV Ad Creativity - Pure TV Brilliance from the Guardian
April 4, 2012... Winner for January/February 2012 The winner of the January/February Thinkboxes is The Guardian with 'The three little pigs', its first major brand campaign for more than 20 years. The aim was to demonstrate The Guardian's approach to...

Marketing Promotion: Outdoor Campaign of the Month - McCain Ready Baked Jackets.(Emily Packard)(Interview)
April 4, 2012... EMILY PICKARD, SENIOR PRODUCT MANAGER What's the Idea? McCain Ready Baked Jackets taste and smell just like oven-baked jacket potatoes but are ready to eat in five minutes. We wanted to recreate the in-home sensory experience and bring it...

Opinion: The Marketing Society Forum - Should Advertisers Have a Role in the Policing of Newspapers and Blogs?
April 4, 2012... MPs have proposed that brands use their adspend to help enforce regulation of newspapers. NO - JANE ASSCHER, MANAGING PARTNER AND CHAIRMAN, 23RED Advertisers already have a de facto, but unofficial, policing role Brands' withdrawal from...

Shift
April 4, 2012... Reports of US companies asking potential employees for their Facebook passwords underlines the need for consumers to control their own social sphere, writes Nicola Clark. As inappropriate interview questions go, 'Can we have your Facebook...

G.M.O.O.T.(social networking sites)(Brief article)
April 4, 2012... Pronunciation /'Gmu:t/Acronym Get me one of those You may have seen the TV ad promoting Zeebox, a social TV app, which has been heralded as the medium's answer to Facebook. Awful as the ad is, Zeebox is growing its user-base quickly; this...

Friends Reunited
April 4, 2012... The trailblazing social network is relaunching with a focus on nostalgia, writes Sarah Shearman. Friends Reunited was the original social network. Launched in July 2000 by couple Steve and Julie Pankhurst, the UK site was credited with...

2012: Beyond the Main Event
April 4, 2012... Between the Olympics, Euro 2012 and the Diamond Jubilee, this is a year of major celebrations. However, many brands might be wise to look past the big events for opportunities. The UK will host two of its biggest events in decades over the...

Profile Builder: Who Google Thinks You Are ... Craig Inglis, Director, Marketing, John Lewis
April 4, 2012... - The first two links are to Inglis' LinkedIn page. - The third is to a profile piece in Marketing Week. - The next is to a story in Media Week about Inglis speaking at Media360. Verdict - This is a strong profile, although two results...

My Secret Work Weapon: Show no fear when it comes to change - it's inevitable.(corporate changes)(Viewpoint essay)(Brief article)
April 4, 2012... I have a mantra that my father told me when I was a child: 'Embrace change, because it's coming anyway.' At the time, I was startled by it, because when you're little, continuity is incredibly important to you. I was nine and we lived in...

Most Viewed Job.
April 4, 2012... Views: 161 Week: 19-25 March Title: Brand director Recruiter: Vistaprint -------------------- Did you find this article useful? Why not subscribe to the magazine? Please call 08451 55 73 55 for more information or visit...

Brand Manager of the Week: Cristina Astorri, Marketing Manager, LivingSocial
April 4, 2012... Describe yourself in three words. Energetic, passionate, enthusiastic. What attracted you to your current job? The entrepreneurial nature of the business and the fantastic energy at LivingSocial. What was your first job? I started...

And Finally: We'll Call You - Virgin Media
April 4, 2012... Mole was excited by an offer of free access to premium Spotify for Virgin broadband users. Alas, this turned to bewilderment when we tried to take advantage of it. Virgin (After navigating a maze of options Mktg finally gets hold of a human.)...

Brand Barometer
April 4, 2012... Children's charities come under scrutiny in the 'Consumer voice index' and 'Viral hit or miss' this week. Social media is a godsend for marketers in this sector, who must raise awareness and increase donations without it being construed as a...

Adwatch
April 4, 2012... Marketing's unique weekly analysis of advertisement recall in association with tns. The Guardian Newspaper's clever satirical ad uses story of the Three Little Pigs to make its point I've read many fairy tales to my kids over the years....

Opinion
April 4, 2012... David Cameron's plan to curb binge drinking runs contrary to many of the ideas of behavioural 'hedonic consumption' theory. The Prime Minister is a known devotee of behavioural economics theory, especially the ideas propounded by Professor...

Tech
April 4, 2012... Agile is an approach to software development that puts feedback and collaboration at the heart of the process. Graham Oakes outlines how it can benefit your brand. Software development - we've all been there. We set up the project. Someone...

Marketing Promotion: When will all media be traded via biddable auctions?(Brief article)
April 4, 2012... Before joining Google I spent 20-odd years in TV, and in my early days, it was traded by auction, with one TV sales executive pre-empting another's airtime for a higher price. It's only a matter of time before we return to this model (without...

Dr Martens
April 4, 2012... Despite adding many variants to its range, this brand has maintained comfort and durability in its core design. The legendary Dr Martens boot has been loyally adopted by successive generations and youth trends. From skinheads, punk, grunge,...