Marketing articles from December 2011

Marketing archives from December 2011

Agency of the Year: Agency of the Year 2011 - Effectiveness the key in tough times.
December 14, 2011... Every agency, of every kind, puts 'creativity' at the heart of its business. Call it lateral thought, problem-solving, consumer insight - it's why brands need agencies. Creativity is not merely pretty pictures and clever wordplay. Your ad...

Agency of the Year: Media Agency of the Year and Grand Prix Winner - PHD
December 14, 2011... An array of outstanding creative work as well as its continuing commitment to hiring, retaining and training its staff to high standards made for a memorable year for the agency, writes Nicola Clark. PHD has been named Marketing's Media...

Agency of the Year: Media Agency of the Year - Best of the Rest
December 14, 2011... COMMENDED Manning Gottlieb OMD marked its 21st birthday with a fine year that has earned it the runner-up spot in Marketing's Media Agency of the Year award. In a tough market, it increased its revenues by 18% and won 21 of the 25 accounts...

Agency of the Year: Advertising Agency of the Year - VCCP
December 14, 2011... The agency has proved that its win two years ago was no flash-in-the-pan as it continues to produce highly effective ad campaigns, reflected in its excellent financial results, writes Alex Brownsell. WINNER When VCCP was named the winner...

Agency of the Year: Direct Marketing Agency of the Year - LIDA
December 14, 2011... This year's winner had a stellar 12 months. Despite being closed to new business for the first half of the year, it continued to grow and innovate, with highly effective work, writes Sara Kimberley. WINNER After narrowly missing out on the...

Agency of the Year: Digital Agency of the Year - Work Club
December 14, 2011... This winning agency has taken a lead role for several of its clients this year, defining the strategies for some and matching cutting-edge work with a sound business approach. WINNER After only three years on the scene, Work Club has...

Agency of the Year: Sponsorship Agency of the Year - Fast Track
December 14, 2011... The winning agency has built on strong relationships with long-standing clients to develop new business ties and create innovative, robust measurement methodologies, writes John Reynolds. WINNER Fast Track is Marketing's Sponsorship Agency...

Agency of the Year: Branding Agency of the Year - Interbrand
December 14, 2011... The agency's new-client wins, record on thought leadership and creative output on campaigns such as its work for British Airways, brought a year of achievement, writes Rachel Barnes. WINNER While 2011 was another testing year for the...

Agency of the Year: Customer Publishing Agency of the Year - Publicis Blueprint
December 14, 2011... The winning shop has turned around its fortunes in the three years since an especially tough 2008, and now offers compelling branded communications and content across platforms. WINNER Everybody loves a comeback kid and you can't ask for a...

Agency of the Year: Contact Centre Agency of the Year - CPM
December 14, 2011... The agency has posted its best-ever growth figures and worked with a host of fresh clients as well as winning plaudits for its imaginative staff development programmes, writes Kim Benjamin. WINNER It has been a tough year for the contact...

Agency of the Year: Market Research Agency of the Year - Brainjuicer
December 14, 2011... Continuing high levels of innovation, investment and business growth have led this mould-breaking research agency to scoop Marketing's title for the second successive year, writes Gemma Charles. WINNER Brainjuicer has been named...

Agency of the Year: PR Agency of the Year - the Red Consultancy
December 14, 2011... A combination of 30 new clients accounting for fees of more than pounds 3m, impressive campaigns and strong sales metrics made 2011 a memorable year for The Red Consultancy, writes David Singleton. WINNER The Red Consultancy is Marketing's...

Agency of the Year: Experiential Agency of the Year - TRO
December 14, 2011... A clutch of new clients, including GSK, Berocca, Nissan and Bupa, allied to impressive turnover and effectiveness, resulted in a superb year for the agency, writes Loulla-Mae Eleftheriou-Smith. WINNER TRO has been named Marketing's...

Agency of the Year: Field Marketing Agency of the Year - CPM
December 14, 2011... The market-leading agency's strong organic growth backed by extensive new-business wins and an impressive level of internal investment helped it triumph over its competitors. WINNER The top spot in this year's Field Marketing category was...

Agency of the Year: Promotional Marketing Agency of the Year - Haygarth
December 14, 2011... The agency went from strength to strength in 2011, reeling in new business and demonstrating its strong creative credentials with effective and high-profile campaigns, writes Matt Chapman. WINNER It has been a long time coming, but...

Agency of the Year: Agency of the Year 2011 - Judges
December 14, 2011... Graham Beckett, Founding partner, Results International Beckett is a serial entrepreneur, setting up his first marketing and promotional firm in 1969. He started Results International in 1991. Tess Alps, Chief executive, Thinkbox Alps'...

Review of the year 2011: The great moral in the tale of 2011.
December 14, 2011... Whatever we expected of the year, it was not this. From the brand boycott of a 168-year-old media institution to looters choosing their booty according to the label's desirability, this was the year that marketing was in the national spotlight....

Review of the Year: Top 10 Marketing Moments
December 14, 2011... Marketers had reason to be concerned as the New Year arrived, but despite continued economic uncert ainty, 2011 delivered marketing milestones in droves, writes Nicola Clark. A year of volatile stock markets, slipping consumer confidence,...

Review of the Year: Top 10 Marketing Mishaps
December 14, 2011... Budgets may have been the main issue in the spotlight, but a good few brands still managed to mess up in spectacular style in 2011, writes Nicola Clark. In an era when budgets are facing intense scrutiny, risk-taking has fallen out of...

Review of the Year: Media Brands of the Year - Top Media Brands
December 14, 2011... A volatile marketplace has not stifled innovation in media over the past 12 months, writes Nicola Clark. ITV While commentators have been talking of the death of the television industry for years, ITV has gracefully and deftly got on with...

Review of the Year: TV Advertising - Adwatch of the Year 2011
December 14, 2011... Although the economy has continued to provide a headache for marketers, some TV advertising managed to achieve cut-through with the beleaguered British public, writes Gail Kemp. In the toughest business environment in recent memory, achieving...

Review of the Year: Top 10 Quotes of the Year
December 14, 2011... The biggest names in marketing had some revealing insights in 2011 on the challenges facing their brands and the industry in general. NIGEL GILBERT - Chief marketing officer, Virgin Media. September 'I looked at the decision to bring in an...

Review of the Year: Customer Publishing Leagues - Paper Profits
December 14, 2011... Customer publishers had a strong year, recording a financial improvement with increased turnover in many cases, thanks mainly to the continued rise of branded content and digital communications. The customer publishing industry has remained...

Review of the Year: Contact Centre Leagues - Change of Platform
December 14, 2011... The increasing variety of customer touchpoints through social media and other platforms creates a major challenge for contact centres, which must adapt fast to keep up with the latest developments. To remain competitive, contact centres are...

Review of the Year: Field Marketing Leagues - Sporting Chance
December 14, 2011... As the industry continues its comeback from recession, field marketers are looking to London 2012 and technological developments to enhance the consumer experience and boost ROI for brands. The field marketing industry continues to recover...

Review of the Year: PR Leagues - Social Standing
December 14, 2011... The growing importance of social media, and the need for brands to manage their presence on the platform, has presented an unmissable opportunity for agencies to develop a specialist positioning. The PR industry bounced back over the past...

Review of the Year: Design Leagues - Sustainable Growth
December 14, 2011... The design industry's fortunes have been on an upswing, despite ongoing economic uncertainty casting a shadow over the consideration of sustainability as a force in packaging development. As this year's league table revealed, 2010 marked an...

Review of the Year: Experiential Leagues - High-Tech Returns
December 14, 2011... Technological developments including in-store interactive mirrors and augmented reality have provided a timely boost to experiential agencies, and is broadly reflected in their financial results. The use of technology such as augmented...

Review of the Year: Sponsorship Leagues - Olympic Fever Rises
December 14, 2011... Agencies' fee income is growing again and, with the alluring prospect of the London 2012 Olympic and Paralympic Games on the horizon, the value of the platform is proving an easier sell to brands. The sponsorship market has remained buoyant...

Review of the Year: Digital Leagues - Innovative Integration
December 14, 2011... It is an exciting time for digital agencies, with fresh technologies and trends offering opportunities. However, they also face the challenge of integrating social-media thinking into the creative mix. In a rapidly changing digital...

Review of the Year: Market Research Leagues - Behavioural Stimulus
December 14, 2011... Several market research agencies have had an improved year, with the increasing interest among brands in disciplines such as behavioural economics set to provide further stimulus to the industry. The market research industry has shown signs...

A Brand New Ball Game
December 7, 2011... Technology is offering an array of opportunities for marketing at sports events. Next time you visit a packed football or rugby ground, take a look around and see if you can spot the fan eating a hot pasty, programme in hand, while listening...

Adwatch 07.12.11.(Statistical table)
December 7, 2011... Marketing's unique weekly analysis of advertisement recall in association with tns. Q. Which of the following TV commercials do you remember seeing recently? 30.11 Brand Agency/TV buyer % 1 (-)...

Adwatch 07.12.11: John Lewis
December 7, 2011... The department-store chain has proved that 'sweet' really works with emotive ad. Mark Hurst, Creative director, MWO We've all heard about the John Lewis ad. The little boy who gives a little back. A compelling story from a company where...

Bhs
December 7, 2011... The 'weak link' of Sir Philip Green's group has suffered a sharp sales decline, writes Matt Chapman. Tales of family-owned businesses struggling to pay the rent are common in the modern hostile retail environment. In this instance, however,...

Opinion: The Marketing Society Forum - Is It Irresponsible to Play Up Pester Power in the Current Economic Climate?
December 7, 2011... Littlewoods' Christmas TV ad has caused much disquiet in some quarters, with its implication that mums should over-stretch themselves in a time of austerity to satisfy the demands of their children. YES - Alison Brolls, Global head of...

Brands Navigate the Euro Maze
December 7, 2011... As the Eurozone debt crisis rages, ordinary people are starting to feel as if they have been cut adrift, which presents UK marketers with their biggest challenge in years, writes Alan Mitchell. Thomas Cook couldn't be a better sign of the...

The Sweet Smell of Success
December 7, 2011... Fragrances have bucked the trend during the economic downturn with healthy sales, which peak during the season of giving, writes Jane Bainbridge. With Christmas approaching, and present-buying on people's minds, it is likely that fragrances...

Andrew Walmsley on Digital: Don't Expect a Peaceful 2012
December 7, 2011... The pace of change is relentless as digital transforms consumers' lives, and not always for the better. This hasn't been the year when things slowed down. There has been no shortage of novel stuff to talk about in 2011, and established themes...

Take Risks, or Don't Compete at All
December 7, 2011... Delegates who gathered at The Marketing Society's annual conference were left in no doubt whatsoever about the competition UK brands face from a wave of emerging markets. Britain boasts some of the best brands in the world, but unless the...

Illy
December 7, 2011... The high-end brand is long-established at the forefront of good taste, in both coffee and art. In the multi-million-pound coffee business, illy has been pioneering coffee-making for more than 75 years. Growing its connections with art and...

Helen Edwards on Branding: Blurred Visionaries
December 7, 2011... Too many marketers are hiding behind grand statements that actually mean little to consumers. These are the MKJs (marketing knee-jerk statements) that I hear at pretty much every workshop and brainstorm that I moderate. They are harmless in...

Profile: The Business of Breakfast
December 7, 2011... Patrick Kalotis, group marketing director, PepsiCo, is serious about his healthy brands portfolio. Whether it is down to his Hellenic heritage, or a love of the products he works on, it's clear from the start of Marketing's interview with...

What It's Really like Inside: Freeview
December 7, 2011... - How does the team come up with fresh marketing ideas? We take our inspiration from everything in the mainstream. We keep up with what's big in TV, be it the latest technology that's hitting the market, social-media trends or how people like...

Brand Manager of the Week: Catherine Meardon, European Brand Manager, Midori
December 7, 2011... - What advice would you give someone starting their marketing career today? Don't be scared to try new things, and push yourself. - What attracted you to your current job? It gave me the opportunity to work closely with other markets...

Government targets brands with body-confidence pledge.(Brief article)
December 7, 2011... Equalities minister will seek the voluntary participation of fashion, beauty and media brands. The government is drawing up a voluntary pledge in partnership with fashion, beauty and media brands to tackle the issue of body confidence,...

Everything Everywhere in retail boost.(T-Mobile)(Orange)(Brief article)
December 7, 2011... Everything Everywhere is to bolster its presence as a consumer-facing brand with a dedicated ecommerce site, following a major internal review at the T-Mobile and Orange-owner. The mobile group, formed from the merger of the two networks last...

UKTV hires ex-Pepsi man Michaelides.(Simon Michaelides)(UKTV Interactive Ltd.)(Brief article)
December 7, 2011... UKTV, which owns the Dave and Watch TV channels, has appointed former PepsiCo marketer Simon Michaelides as head of marketing for its 10-channel network. Michaelides, who will join the broadcaster from Kantar Retail, is to be given full...

EasyJet enters the apps arena.(easyJet Airline Company Ltd.)(Brief article)
December 7, 2011... Low-cost airline easyJet is launching its first mobile app, which enables consumers to search and book fares through their smartphone. The app, called 'Speedy Booking', has been developed by agency VCCP and launches this week. It is free to...

TalkTalk plots mobile step-up.(TalkTalk )(Brief article)
December 7, 2011... Telecoms brand TalkTalk is to offer customers mobile handsets and contracts in a major expansion of its proposition. The firm, which already offers SIM-only and data mobile products, is lining up a senior appointment from a mobile company...

Andrex Poised for Pounds 3m Relaunch of Wipes Brand
December 7, 2011... Kimberly-Clark targets younger women in C4 drive as it revamps Fresh range. Kimberly-Clark has signed an exclusive advertising deal with Channel 4 for a pounds 3m overhaul of Andrex's moist-tissue wipes, which have been rebranded Andrex...

L'Oreal Unveils Pounds 20m Online CRM Campaign
December 7, 2011... L'Oreal has launched its first CRM programme, as it looks to forge stronger relationships with consumers by offering them exclusive rewards. The L'Oreal Insider scheme encourages consumers to open an online account for access to offers of...

Brand in the news: Diet Coke.(Brief article)
December 7, 2011... What's happened? Coca-Cola has pulled its advertising account for Diet Coke out of Mother, to the shock of the ad industry. It marks a fresh chapter for Diet Coke's marketing, with the review set to mark a winding-down of above-the-line...

Starbucks to open 200 drive-through outlets in UK.
December 7, 2011... Starbucks is to open 200 drive-through outlets in the UK over the next five years as it seeks to position itself as the best place to get coffee on-the-go. Starbucks claimed the stores 'will bring new levels of comfort and environmental...

Tesco Clubcard offer.(sales promotion)(Brief article)
December 7, 2011... Tesco Clubcard customers who buy a film on DVD or Blu-ray will be able to stream it from the retailer's Blinkbox service at no extra cost Tesco has a controlling stake in the online video company. -------------------- Did you find this...

The Happy Egg Co signs Mat Follas as brand ambassador.(Brief article)
December 7, 2011... The Happy Egg Co, a free-range egg brand, has signed BBC MasterChef 2009 winner Mat Follas as brand ambassador. The deal, brokered by The Clinton Partnership, will involve a campaign comprising press, social, digital and experiential activity....

Game Group launches Christmas marketing push.(Brief article)
December 7, 2011... Game Group, owner of the Game and Gamestation chains, has launched a Christmas marketing push to showcase the brands as a first stop for gamers. The ads use the strapline 'You can't lose'. -------------------- Did you find this article...

Xbox Kinect Joins Sky in Placement-Deal First
December 7, 2011... Xbox is investing in a product placement that involves its voiceand motion-sensitive controller Kinect being featured as part of the content for the first time. The placement is part of Xbox's ongoing six-figure broadcast sponsorship and...

Longchamp Paris launches online drama.(The Makers Entertainment)(Brief article)
December 7, 2011... Longchamp Paris, the luxury bag brand, has launched an online drama set at a fictional fashion magazine to advertise its ready-to-wear collection. The series, Heels, was created by The Makers Entertainment, and will be streamed at...

Seabrook Crisps teams up with Symington.(Brief article)
December 7, 2011... Seabrook Crisps has teamed up with dried-food specialist Symington to launch a Bread Crisps range in Morrisons, supported by a sampling campaign. The four variants in the range include Farmer Fred's Cheddar Cheese & Red Onion; Fireman...

GCHQ launches online campaign.(United Kingdom. Government Communications Headquarters)(Brief article)
December 7, 2011... The Government Communications Headquarters (GCHQ) has launched an online campaign to recruit code-breakers and 'ethical hackers'. Created by TMP Worldwide, it challenges users to crack a visual code at a microsite, Canyoucrackit.co.uk. ...

Spotify launches app platform.(Brief article)
December 7, 2011... Spotify has launched an app platform with partners including The Guardian, Last.fm and Rolling Stone. The digital music service is inviting developers to create music apps that can range from content to ticket-selling. It has also appointed VCCP...

Lookfantastic lines up plans for retail outlet.(Brief article)
December 7, 2011... Health and beauty retailer Lookfantastic.com is planning to open its first standalone bricks-and-mortar store and launch a TV ad campaign to drive brand awareness. The company was bought by The Hut Group for pounds 19.4m in November last year...

Outdoor Campaign of the Month: Sony Ericsson Xperia ray.(Brief article)
December 7, 2011... Client: David Hilton, Marketing director, UK, Sony Ericsson Company: Sony Ericsson Campaign: Sony Ericsson launches Xperia ray To support the launch of the Xperia ray, Sony Ericsson turned Euston Station in London into a digital media space...

We7 makes makes TV ad debut.(We7)(Brief article)
December 7, 2011... We7, the digital music service, has made its TV ad debut as it attempts to attract mainstream radio listeners. The campaign, also running across digital channels, promotes the brand's positioning as a 'personal DJ player', as it aims to...

Jack Daniel's to launch global campaign.
December 7, 2011... Jack Daniel's is to launch a global TV, online and poster campaign that celebrates its distillery in Lynchburg, Tennessee. The ads, created by Arnold Worldwide, show employees building a 26ft 'Christmas tree' with 140 whiskey barrels. ...

The Week in Marketing
December 7, 2011... - St Lucia promotion St Lucia Distillers, maker of Chairman's Reserve rum, has launched a promotion in partnership with Sainsbury's, British Airways and Rendezvous Hotels. As part of the activity, running this month, consumers will be invited...

Editor's Comment: Brace for Eurozone Brand Impact
December 7, 2011... Are UK brands ready for a threatened eurozone implosion? If your portfolio is exposed to the volatility of the so-called 'basket-case' economies of Europe, you are probably drawing up contingency plans, preparing for the worst. Small wonder....

Marketing Mole: Who Does Google Think You Are? - Lee Rolston, Outgoing Marketing Director, Muller Dairy UK
December 7, 2011... - The first result is Rolston's LinkedIn page. - The second link is to a story about his appointment, while the third is to a piece about Muller's new brand identity on the same site. - The fourth link is to a video interview with Rolston,...

Marketing Mole: Little Black Book Members' Club - Danielle Crook, Director of brand marketing, Vodafone.(Brief article)
December 7, 2011... What marketing issue keeps you awake at night? The thing that keeps me awake is customer advocacy. If you were stranded on a desert island, what three brands would you take with you? I would take a Riva boat, a solar-powered Nespresso...

Marketing Mole: We'll Call You - Thomas Cook
December 7, 2011... Mole was bamboozled by conflicting messages in ads that appeared to all be coming from Thomas Cook. Only a call to the helpline could help solve the riddle. Marketing is on hold for nearly 15 minutes, before getting through to customer...