Marketing articles from February 2009

Marketing archives from February 2009

Sprite to debut sugar substitute in UK.(Brief article)
February 4, 2009... Coca-Cola is set to roll out Sprite Green, its first drinks brand using Truvia sweetener, in the UK. Truvia is a natural sugar substitute - a market that is predicted to be the next battleground between Coca-Cola and Pepsi (Marketing, 5...

West End in sponsor hunt.(Brief article)
February 4, 2009... London's West End is seeking a title sponsor to back a three-month brand campaign celebrating '100 years of West End fashion and style'. The campaign will begin next month, to coincide with the centenary of Oxford Street department store...

Sky restructures marketing department.(British Sky Broadcasting Group PLC)(Brief article)
February 4, 2009... BSkyB has shifted responsibility for customer publications and promotions from director of customer communications Christian Cull to Robert Tansey, director of brand strategy, ahead of wider changes to its marketing department. Cull, who...

Carter puts brakes on digital radio switchover.
February 4, 2009... Radio industry hopes of pushing digital migration in 2017 have been hit by the government's refusal to set a switch-over plan for consumers, despite hailing the pounds 200m push driving the change from analogue to digital TV a success. The...

Innocent to broaden portfolio.(Innocent Drinks)(Brief article)
February 4, 2009... Innocent Drinks will further diversify its product range this year as it looks to position itself as 'the Earth's favourite little food company', reducing its reliance on the fortunes of the smoothie sector. The Innocent brand suffered...

Fox hires ex-C4 marketer.(Twentieth Century Fox Film Corp. appoints Cameron Saunders )(Brief article)
February 4, 2009... Twentieth Century Fox has named ex-Channel 4 marketing executive Cameron Saunders as marketing director. Saunders, who replaces Marguerite Frowein, will be based in London and report to Ian George, managing director of Fox's UK theatrical...

EDF rolls out Eco tariff ads.(EDF Energy)(Brief article)
February 4, 2009... EDF will support the launch of an Eco 20:20 tariff with a TV campaign starring 70s icons The Green Cross Code Man and Six Million Dollar Man. The campaign, created by Euro RSCG London, marks the third phase of EDF's 'It's Not Easy Being...

Dairy Crest appoints Iris.(Brief article)
February 4, 2009... Dairy Crest has hired iris to create a brand identity and promote its online delivery service, milk&more. Milk&more allows consumers to order a variety of products online to be delivered by their local milkman. Iris was appointed...

Orange seals PizzaExpress 'meal deal'.(Brief article)
February 4, 2009... Orange has tied up with PizzaExpress for a six-month customer 'meal deal' as part of a pounds 7m above-the-line campaign for its Orange Wednesdays cinema ticket offer. Customers of the mobile operator who redeem the cinema offer via text...

E.ON to make job cuts across marketing team.(Brief article)
February 4, 2009... E.ON, one of the big six energy suppliers, is to make 19 people redundant from its brand and communications department as part of wider cost-cutting measures in the UK. The department, which is led by director of brand and communications...

The week in marketing.(deal between Coca-Cola and The O2 Arena)(Burton will hold advertising campaigns)(Kellogg has been admonished)
February 4, 2009... - Coke seals O2 tie. Coca-Cola has become an official sponsor of The O2 Arena. The soft-drink company has signed a three-year deal to be the pouring rights partner both for the main arena and indigo2, The O2's more intimate 2300-capacity...

Media: Rolls-Royce plots editorial for RR4.(Brief article)
February 4, 2009... Luxury car brand Rolls-Royce has appointed John Brown to create a range of editorial content to support the launch of its RR4 model. The customer publisher was hired following a pitch and will work alongside the car brand's internal...

Media: Powerade in Times tie-up.(sponsorship )(Brief article)
February 4, 2009... Powerade has partnered with The Times to sponsor its coverage of the RBS 6 Nations rugby tournament after agreeing a six-figure deal. The sponsorship, which covers online and offline activity, launches this week, with the annual tournament...

Media: Lambrini to sponsor Coleen's Real Women.(Brief article)
February 4, 2009... Lambrini is to sponsor the second series of Coleen's Real Women on ITV2, the drinks brand's first broadcast sponsorship in five years. The tie-up, negotiated by MediaCom North, will be supported with online and mobile activity. The...

Media Road Test: Minder.(Brief article)
February 4, 2009... - What's new? Five is reviving the 80s classic Minder, in a fresh incarnation starring Shane Richie in the role of Archie Daley, the nephew of one the original series' two lead characters, Arthur Daley. The programme retains the London...

Media brief: Disney Channel to offer on-air sponsorship spots.(Brief article)
February 4, 2009... The Disney Channel is to offer on-air sponsorship spots for a music-based talent contest, My Camp Rock. The show, which launches in early spring, is inspired by the Disney Channel movie Camp Rock starring US band the Jonas Brothers. ...

Media brief: Top Up TV signs content deal.(CBS Paramount International Television)(Brief article)
February 4, 2009... Top Up TV has signed a content deal with CBS Paramount International Television. Under the deal several CBS Paramount programmes, such as CSI, America's Next Top Model, Britain's Next Top Model and Numb3rs will be available via the service from...

Media brief: Appointment at Reader's Digest UK.(Katherine Rose has been appointed)(Brief article)
February 4, 2009... Reader's Digest UK has appointed Katherine Rose, former head of marketing for TK Maxx, as publishing director for its music and video division. It has also created an enterprises division; it will be headed by Catriona Lasselin, the former head...

Media brief: Southern Comfort runs integrated campaign.(Brief article)
February 4, 2009... Southern Comfort is running an integrated campaign centred on a competition to win tickets to the New Orleans Mardi Gras. The push was planned by Universal McCann and implemented by Taxi Media and IPM. Cabs will be spray-painted with the...

Media brief: ESPN implements global recruitment freeze.(Brief article)
February 4, 2009... ESPN has implemented a global recruitment freeze as it prepares a UK rebrand of its sports channel NASN as ESPN America. The Disney-owned broadcaster had planned to recruit 200 staff to boost its 5500-strong global workforce. ...

Branding: Novero set to add consumer brand.(Brief article)
February 4, 2009... Technology company Novero is to launch a premium consumer electricals brand to target the in-car telephony sector. Novero, formed last year after a management buyout of Nokia's automotive products division, currently provides built-in car...

Branding: Sausage firm revamps look.(Simply Sausages )(Brief article)
February 4, 2009... Simply Sausages is relaunching to coincide with Jamie Oliver's Channel 4 TV show Jamie Saves Our Bacon. The celebrity chef is encouraging consumers to buy British pork, and the brand hopes to capitalise on rising sales of domestic products...

Branding: ICC assigns centenary job.(International Cricket Council )(Whitestone International)(Brief article)
February 4, 2009... The International Cricket Council (ICC) has appointed Whitestone International to handle design work surrounding its centenary celebrations. The ICC will host a series of activities this year and has tasked the agency with handling brand...

Branding: Brand in the news - Land Rover.(Land Rover Group Ltd.)(Brief article)
February 4, 2009... For Land Rover, last June must seem more like a different decade than just over six months ago. Then, half-way through the year, sales were running ahead of 2007's record of 226,000 cars, and with a line-up of feted and desirable designs...

Branding brief: Nando's to relaunch bottled sauce range.(Brief article)
February 4, 2009... Nando's, the restaurant chain, is relaunching its bottled sauce range and introducing an Extra Extra Hot Peri-Peri Sauce variant. The 125ml bottle has been designed by Nando's global branding agency, Cross Colours South Africa. ...

Branding brief: Guylian revamps packaging ahead of Easter.(Brief article)
February 4, 2009... Guylian, the luxury Belgian chocolates brand, is revamping its packaging ahead of the crucial Easter sales period. The brand is rolling out fresh packs for its Guylian Seashell Egg and Luxury Egg variants, intended to make the products more...

Branding brief: Wyke Farms launches resealable packaging.(Brief article)
February 4, 2009... Wyke Farms, the dairy foods brand, has launched resealable packaging for its range of farmhouse cheddar cheese products. The updated packaging will be available in major supermarket chains from this month. -------------------- Did you...

Branding brief: Tropical Wholefoods updates packaging design.(Brief article)
February 4, 2009... Tropical Wholefoods, the Fairtrade dried-fruit brand, is updating its packaging design to reflect the African and Asian origin of its products. The brand's logo has been amended to resemble the sun. The company is also adding a further line,...

Branding brief: Puffed Wheat to be relaunched.(Brief article)
February 4, 2009... Puffed Wheat is to be relaunched to appeal to consumers aged 45 and over. The brand, which was bought by Big Bear from PepsiCo-owned Quaker in 2006, has been given a makeover by design agency Dragon Brands. The packs will carry a fresh...

Digital & Direct: DoH embarks on hepatitis C drive.(Brief article)
February 4, 2009... The Department of Health (DoH) has launched a nationwide direct response campaign to raise awareness of hepatitis C, urging at-risk groups to visit their GP for a test. The national and regional press and radio campaign, created by VCCP,...

Digital & Direct: ReadyBed in digital hiring.(Underwired (UK) Ltd. has been appointed )(Brief article)
February 4, 2009... ReadyBed, a division of children's lifestyle and toys firm Worlds Apart, has appointed digital and eCRM agency Underwired to its digital account. Underwired, which took on the work from McCann Erickson without a pitch, will manage the...

Digital & Direct: T-Mobile adds 'Dance' work.(Brief article)
February 4, 2009... T-Mobile is to extend its 'Dance' ad campaign until May, with TV and online ads carrying the mobile operator's strapline 'Life's for sharing'. The brand's latest TV ad, which shows a 'flashmob' dance at Liverpool Street Station, will be...

Digital choice: Comparethemarket.com.(Website overview)(Brief article)
February 4, 2009... When running a campaign that puns your own brand (comparethemeerkat.com), you have to be confident that people will know what you're talking about. Comparethemarket could probably get away with it for the online meerkat campaign, but opted...

Digital & Direct brief: Alfa Romeo appoints R/GA.(Brief article)
February 4, 2009... Alfa Romeo has appointed R/GA to its EUR1.5m (pounds 1.4m) pan-European digital account, following a final-round pitch against Work Club. The car marque reaches its centenary next year and will celebrate the occasion with online marketing...

Digital & Direct brief: Capcom promotes game with competition.(Brief article)
February 4, 2009... Capcom, the computer games developer and publisher, is promoting the release of Street Fighter IV with a competition for fans to create an official poster to accompany it. The game will also be supported by viral and digital activity created by...

Digital & Direct brief: Harley Medical Group appoints Bigmouthmedia.(Brief article)
February 4, 2009... The Harley Medical Group, Britain's biggest cosmetic surgery group, is embarking on its first search marketing campaign. It has appointed Bigmouthmedia to lead the pay per click strategy. -------------------- Did you find this article...

Digital & Direct brief: Marc Jacobs launches email campaign.(Brief article)
February 4, 2009... Marc Jacobs, the high-end fashion brand, has launched an email campaign promoting its Daisy perfume for Valentine's Day. The email clicks through to a VIP Area where members can access product information and enter a competition to win a Marc...

Digital & Direct brief: Honda promotes launch of Insight hybrid car.(Brief article)
February 4, 2009... Honda is promoting the launch of its Insight hybrid car with 360 degree animations of the vehicle on its EMEA websites. The animations were created by Saddington & Baynes. -------------------- Did you find this article useful? Why not...

Digital & Direct brief: Mark Charkin leaves Bebo.(Brief article)
February 4, 2009... Bebo vice-president sales and advertising Mark Charkin has left the social network after two years. He is replaced by head of sales UK & Ireland Simon Podd. -------------------- Did you find this article useful? Why not subscribe to...

Andrew Walmsley on Digital: Fortune favoured the brave.
February 4, 2009... The web initially threatened marketing intermediaries, but not once savvy ones proved their worth. If you've ever bought a house through an estate agent, insurance through a broker, or a holiday on the high street, you've probably thought...

News Analysis: The Whitehall way.(growth of public information campaigns)
February 4, 2009... The practice of brand-backed public information campaigns is on the rise, writes Alex Brownsell. On first inspection it sounds like a marketing match made in hell: stuffy government departments partnering with irresponsible, scandal-riven...

News Analysis: The coupon's redemption.
February 4, 2009... Electronic distribution and tighter purse strings are reviving voucher use, writes Miranda Fitzgerald. Money-off coupons are shaking off their dowdy Green Shield Stamp-image and experiencing a renaissance. As they adapt to the economic...

Media Analysis: TV plays the name game.
February 4, 2009... Five and UKTV's overhauls reflect a grasp of the edge that a strong brand can impart. The addition of the letter 'A' to Five US, presumably to emphasise the origin of its content to anyone too stupid to hitherto have realised it, might not...

Amanda Andrews on Media: Ads take on new dimension.
February 4, 2009... Sky's plans to roll out a 3D HD TV service may be better for advertisers than for viewers' waistlines. Telly addicts are the target of the government's latest anti-obesity campaign, which attempts to draw children away from the TV and on...

Brand Health Check: Channel 4.
February 4, 2009... Can the broadcaster adapt its revenue model to a changing market, asks Sarah Johnson. Set on the route of 'managed decline' is the way Ed Richards, chief executive of Ofcom, described Channel 4 last week. This seemingly confirmed the pleas...

Mark Ritson on Branding: Banks must learn to listen.
February 4, 2009... Big finance brands should stop patronising the public and open their ears to what they're being told. Shameful. That was the damning indictment from President Obama last week after it emerged that Wall Street bankers are currently enjoying...

Recall: Adwatch 04.02.09.(Statistical data)
February 4, 2009... Marketing's unique weekly analysis of advertisement recall. Q Which of the following TV commercials do you remember seeing recently? 28.01 Brand Agency/TV buyer % 1 (2=) Tesco ...

Recall: Adwatch 04.02.09 - Barnardo's.
February 4, 2009... The campaigning children's charity cut through all the Christmas tinsel with style. In the frantic run-up to Christmas there's a cosy familiarity to the ad breaks. The mince pies, the fake snow, the cheesy grins and the obligatory...

Profile: Bringing insight to the table.(Jeremy Schwartz)(News International PLC)
February 4, 2009... Jeremy Schwartz, chief marketing officer at News International, could hardly have chosen a tougher time to join. Interview by Sarah Johnson. The start of something new can be a great place to be. A clean break, a chance to start over, to...

Opinion: The Marketing Society Forum - Do companies need to appoint a chief trust officer?
February 4, 2009... As banks ponder how to rebuild consumers' trust, is it time for all brands to rethink how to protect this most precious commodity and even to appoint a full-time custodian in order to safeguard it? NO - LISA THOMAS, CHIEF EXECUTIVE, LIDA...

Editor's comment: Everyone's a winner.(marketing partnership between brand names and Government)(Editorial)
February 4, 2009... Marketing partnerships between government and brands are often, rightly or wrongly, thought to be about compromise. 'We pay for your advertising to get the government's voice heard and you get off our backs' is often thought to be the...

New brands on TV: TV on a shoestring.
February 4, 2009... Price deflation has made television advertising more affordable - and attractive - to a growing number of brands, but is it a case of quantity over quality, asks Nicola Clark. The cost of TV advertising is at its lowest level since 1992,...

Sector Insight: Hotels - Recession checks in.(Statistical data)
February 4, 2009... As business travellers move to cheaper accommodation, belt-tightening and a strong euro are set to benefit the UK hotel trade. In these straitened times, budget hotels would appear to be one of the sectors that could do well. But last...

Affinity: More for less.
February 4, 2009... Tighter budgets are bringing greater flexibility when it comes to media tie-ups. As the downturn continues to bite, media outlets are becoming 'much less precious' about who they form partnerships with. This, at least, is the view of...

Helpline.
February 4, 2009... Joe Thomas takes the hassle out of finding the right product or service - you ask the question, he'll provide the answer. OWN-LAPEL PRODUCTS Q: Our company is running a stand at a children's show and we would like to be able to give...

Careers: What it's really like inside - House of Fraser.(Interview)
February 4, 2009... - What is the main marketing challenge you face? Changing people's perception of the House of Fraser brand in line with the investment we have put into our stores, marketing communications and ecommerce. - How do you come up with new...

Careers: Brand manager of the week - Chris Watney, Head of Churchill and Privilege brands, Royal Bank of Scotland.(Interview)
February 4, 2009... Describe yourself in three words - Life's too short. How would you define marketing? A fascinating blend of business, psychology, good old-fashioned research and analysis, a dollop of intuition and plenty of creativity. What would you...

Careers: Me & My Mentor - Jean-Michel Boujon, Marketing manager, TheLadders.co.uk.(Brief article)(Column)
February 4, 2009... My mentor is fellow Frenchman, Alex Douzet, president of TheLadders.com. I worked with Alex in the US before I moved to join the UK team; he was not just my boss but a trusted friend, whose opinion I really valued. He recognised that I...

Marketing Mole: Who does Google think you are? - Sheila Mitchell, Marketing director, Department of Health.( )(Interview)
February 4, 2009... - The first and third results refer to a Scottish artist, the first selling 'art prints' and the latter a link to Visual Arts Scotland's members. - The second refers to an English sculptor; the fourth links to a voiceover artist. -...

Marketing Mole: We'll Call You - Mattel.
February 4, 2009... Barbie might be an icon in the public consciousness and the queen of Mattel's toy offering, but the success of her 50th birthday rests on just one woman: Peggy. Mktg Hello? Mattel (Mumbles.) Mktg Sorry, I can't hear you. ...

Marketing Mole: Name that brand.
February 4, 2009... This bright brand was founded in 1994 and is now owned by France Telecom. Its ads were once preoccupied with the future, only last year switching strapline. The brand's customers prefer to go to the cinema midweek. Can you name this...

Twitter plots charges for commercial users.(Brief article)
February 11, 2009... Twitter is planning to charge brands for using the micro-blogging website. Co-founder Biz Stone told Marketing: 'We are noticing more companies using Twitter and individuals following them. We can identify ways to make this experience even...

Wrigley readies US gum 5 for UK debut.(The Wrigley Company Ltd.)(Brief article)
February 11, 2009... Wrigley is launching its first new gum brand in the UK for more than a decade with a premium range called 5, aimed at younger consumers. The product will roll out from May. Initially available in spearmint, peppermint and a fruit flavour,...

Clarke takes TalkTalk role.(Tristia Clarke)(Brief article)
February 11, 2009... Tristia Clarke, chief marketing officer at Best Buy Europe, has moved over to a commercial role at TalkTalk, while TalkTalk head of marketing David Pagliari is leaving the company. Clarke will assume responsibility for sales and marketing...

Action for Children ad faces withdrawal calls.
February 11, 2009... Action for Children's high-profile TV ad campaign has been slammed by a coalition of disability rights campaigners, people with autism, their parents and specialists, who have called for its withdrawal. The group claims the ad is an...

The Mall signs up Van Outen.(Denise Van Outen)(Brief article)
February 11, 2009... Shopping centre operator The Mall Corporation has hired actress and TV presenter Denise Van Outen to front a series of campaigns promoting its unified brand positioning across its 20 nationwide retail venues. Van Outen, who is also a brand...

MasterCard to back RWC.(Rugby World Cup )(Brief article)
February 11, 2009... MasterCard has replaced rival Visa as the official worldwide partner and payment system of the Rugby World Cup (RWC). The last RWC, hosted by France in 2007, attracted a cumulative global TV audience of more than 4.3bn. The 2011 RWC, which...

National Family Week seeks sponsor.(Brief article)
February 11, 2009... National Family Week, an inaugural event celebrating British family life, hopes to add a title sponsor in addition to a raft of existing tie-ups with blue chip companies. Brands including Sainsbury's, Bupa, Pizza Hut, Seat, Little Chef and...

Burger King adds first 'value meal' to menu.
February 11, 2009... Burger King is launching its first value meal, to appeal to cash-strapped consumers. The King Deal, a permanent menu item, comprises a cheeseburger meal, including fries and a drink, from pounds 1.99; a double cheeseburger option starts at...

Pepsi readies Raw roll-out.(Brief article)
February 11, 2009... Pepsi will support the imminent roll-out of its Pepsi Raw variant with the tagline, 'Natural born cola'. The cola, positioned as more natural because it contains cane sugar rather than high-fructose corn syrup, will be introduced to stores...

Eblex calls ad agency review.(English Beef and Lamb Executive)(Brief article)
February 11, 2009... The English Beef & Lamb Executive (Eblex) is reviewing its creative ad account ahead of a brand campaign to launch later this year. The organisation has already invited several agencies to pitch for the account. Incumbent agency Leo Burnett...

The week in marketing.(briefs)(Kellogg)
February 11, 2009... - Kellogg adds Squares. Kellogg is adding a Totally Chocolatey variant to its Rice Krispies Squares range in an attempt to strengthen its challenge in the confectionery market. The line will go on sale at the end of this month, backed by a...

Media: BBC to end DCM cinema ads deal.(British Broadcasting Corp. renewed its deal with Digital Cinema Media)(Brief article)
February 11, 2009... The BBC has opted not to renew its deal with Digital Cinema Media (DCM) for the pre-roll slot across its cinemas once its current tie-up comes to an end next month. The BBC has been using the four-minute slot since November 2007, having...

Media: More! secures MTV show tie.(Bauer Media)(MTV Networks Europe)(Brief article)
February 11, 2009... More!, Bauer Media's glossy women's lifestyle magazine, has signed up to sponsor the MTV1 docu-soap The City. The series, a spin-off from another docu-soap, The Hills, begins on 15 February. It is aimed at 18- to 24-year-old women. The deal...

Media: UKTV plots campaign to back Blighty launch.(UKTV Interactive Ltd. appointed Watermill London)(Brief article)
February 11, 2009... UKTV has launched an off-air campaign to promote the rebranding of its UKTV People factual channel as Blighty, in the run-up to its launch on 17 February. The one-month campaign, created by Watermill London, which uses the strapline 'One...

Media Road Test: Maxim.(dialogue with Ben Raworth)(Interview)(Brief article)
February 11, 2009... - What's new? Maturing Nuts readers are the typical target for Maxim's re-launch - fewer tits, more tat. According to Ben Raworth, editorial director, Maxim is now 'the most vibrant, varied, unique men's magazine on the market.' Many would...

Media brief: Capital FM launches Valentine's Day-themed promotion.(Capital Radio PLC. Capital FM Network)(Brief article)
February 11, 2009... Capital FM is launching a Valentine's Day-themed promotional campaign with Lastminute.com. The five-day initiative will involve phone-in listeners revealing a secret crush. If the object of the crush responds live on air, the couple will win a...

Media brief: Channel M awarded licence to broadcast on Freeview.(Brief article)
February 11, 2009... Guardian Media Group's TV channel, Channel M, has been awarded a licence to broadcast on the Freeview platform. As well as being available on Sky's satellite TV service, Channel M, which is based in Manchester, will be available on digital...

Media brief: Tesco sponsors Turner Broadcasting event.(Brief article)
February 11, 2009... Tesco is sponsoring a Turner Broadcasting premiere event on 15 February at Old Billingsgate in London to celebrate the launch of Cartoon Network's Ben 10: Alien Force. -------------------- Did you find this article useful? Why not...

Media brief: Classic FM signs partnership deal with Sky.(Sky Television Ltd.)(Brief article)
February 11, 2009... Classic FM has signed a six-month partnership deal with Sky. It includes the sponsorship of the Howard Goodall On... show, and a series of major cross-platform promotional initiatives. -------------------- Did you find this article...

Media brief: ITV signs licensing deals for Coronation Street.(Nintendo Company Ltd.)(Brief article)
February 11, 2009... ITV has signed two licensing deals for its soap Coronation Street to become the setting for a Nintendo DS video game and a board game. -------------------- Did you find this article useful? Why not subscribe to the magazine? Please...

Media brief: The Barbican Centre reviews account.(Brief article)
February 11, 2009... The Barbican Centre in London is reviewing its media planning and buying account. The business is currently handled by Total Media, which has been invited to repitch. The Barbican is the biggest performance arts venue in Europe. ...

Branding: Citroen launches updated identity.
February 11, 2009... Citroen has revamped its corporate identity to modernise the brand and improve its appeal to style-conscious drivers. The updated visual identity was created by branding agency Landor and marks the first major rebranding exercise at the...

Branding: McCoy's plots broader range.(Brief article)
February 11, 2009... Snack food brand McCoy's is expanding its range of crisps with a limited-edition chilli-flavoured variant. The brand, owned by United Biscuits, will launch McCoy's Twisted this month, starting with 50g packs of Salt & Malt Vinegar with...