Marketing articles from February 2012

Marketing archives from February 2012

Vehicle Recovery
February 29, 2012... The sector has been hit by the economic crisis because it relies on an increase in the number of cars on the road for growth, but market leader the AA remains a strong brand, writes Jane Bainbridge MAIN PLAYERS MICHAEL CUTBILL - Marketing...

Brand Barometer
February 29, 2012... Over the years, Adwatch has carved out a niche as a must-read part of Marketing. While TV still accounts for a significant amount of adspend, we felt it was time to reflect changes in the nation's media consumption. So now, in the final...

Adwatch: Virgin Media
February 29, 2012... Marketing's unique weekly analysis of advertisement recall in association with tns Perfectly cast and full of speed cues, this 'faster broadband' campaign really hits the mark SEB ROYCE - Executive creative director, glue Isobar Usain...

A Marketing Promotion: Brands Must Meet the Retail Challenge
February 29, 2012... Mobile commerce, supermarket power, empty high streets... what does the changing retail environment mean for brands? Our experts examine the implications. Successful brands are an 'antidote to anxiety', according to Jonathan Sands, chairman...

Opinion
February 29, 2012... We often assume 'value' means 'cheap', but brands such as Waitrose prosper by offering compelling value at a premium price. When the economy gets tough and money gets tight, you expect to see the growth of value brands. A recent survey from...

Guru
February 29, 2012... The selection of metrics can cause headaches for marketers, and even distract them from the purpose of their job, writes Will Harris Yet choose carefully, and they can bring clarity to both brand and business. Q: I've been asked to present on...

Opinion: The Marketing Society Forum - Does Funding Innovation Come before Protecting Marketing Jobs?
February 29, 2012... Procter & Gamble has announced plans to shed staff while increasing its focus on digital ads. YES - LOUISE FOWLER, BUSINESS LEADER, MARKETING, THE CO-OPERATIVE BANKING GROUP Firstly, innovation does not always require investment. In my...

Shift
February 29, 2012... 'Likes' and 'friends' are becoming increasingly meaningless terms; brands need to use their networks to plug into the power of the validation economy, writes Nicola Clark. The very notion of Blippy is enough to bring me out in a cold sweat....

G.M.O.O.T.(Brief article)
February 29, 2012... Pronunciation: /'Gmu:t/ Acronym: Get me one of those Vodafone's London Fashion Week recharging bench If, like me, you find yourself constantly on the lookout for power sockets at event venues, then you too will be applauding Vodafone for...

Baileys
February 29, 2012... The Diageo cream-liqueur brand faces a fight to retain consumer interest, writes Gemma Charles. Baileys, the Irish whiskey cream-liqueur brand, has certainly tasted sweeter times. Earlier this month, Diageo's figures for the six months to...

Meet the New Type A
February 29, 2012... She is your most important consumer and she hasn't been affected by the economic downturn, Nicola Clark unveils a category of female who will shape future brand marketing strategies. The superwoman is past her sell-by date. The image of the...

Tech: For Anyone Developing Apps, HTML5 Is a Game-Changer
February 29, 2012... With the 2012 Mobile World Congress in full swing, George Nimeh looks at how this technology will soon give app stores a run for their money. You've probably been thinking a lot about apps these past few years, and asking yourself questions...

Marketing Promotion: How do I stay ahead of the digital pack?(Brief article)
February 29, 2012... 'Even if you're on the right track, you'll get run over if you just sit there.' This simple quote from Will Rogers sums up a lot of the problems marketing directors face in the internet age. Digital requires the constant evolution of...

Pret A Manger
February 29, 2012... The sandwich shop chain has gone from losing pounds 80,000 in its first year in the 80s to become a pounds 350m business. The humble sandwich, a British lunchtime staple, has helped launch an empire in the form of Pret A Manger. Julian...

The Marketing Interview: Craig Inglis
February 29, 2012... While John Lewis faces an unpredictable year, its marketing director has several innovations up his sleeve, writes Matt Chapman. The evils of marketing as expounded by the late, great comedian Bill Hicks expressed many people's prejudices...

Editor's Comment: Welcome - Brands that redefine 'value' can win.(Editorial)(Brief article)
February 29, 2012... In the supermarket world, 'value' brands are those of the no-frills variety: the 28p can of beans or the no-nonsense sausage. So what does that make John Lewis? It certainly isn't the cheapest option, yet marketing director Craig Inglis...

Cover Story: Tom Campbell.(Brief article)
February 29, 2012... 'It was great to shoot John Lewis' Craig Inglis as he was relaxed and had a positive attitude toward the session - surprising for a Monday morning,' says photographer Tom Campbell. 'The idea for the montage for the cover came when I was...

Breaking.(brief)(Brief article)
February 29, 2012... Marks & Spencer is planning a spring campaign which will feature brand ambassador and Take That star Gary Barlow singing a version of The Beatles song Here Comes the Sun. The campaign is entitled 'A summer to remember'; it is understood the...

Homebase unveils rebranding.(Brief article)
February 29, 2012... Homebase will roll out a fresh identity this March as part of a broader drive to promote the depth and style of its products. The new look, which the retailer began planning a year ago, has been created by branding agency Design Bridge. An...

Under Armour targets Europe.(Under Armour Performance Apparel)(Brief article)
February 29, 2012... Under Armour, the sports apparel brand, is preparing to launch its first major European marketing push as it attempts to grow brand awareness outside the US. It plans to air a branded-content series on MTV called New Battles, New Armour in...

Government consults brands on youth drive.(Brief article)
February 29, 2012... The government is calling on brands to help shape its youth marketing strategy, aimed at preventing young people adopting 'risky behaviours'. This week, officials from the Department of Health (DH) are to meet marketers from the media,...

Rivals Target Apple in Mobile Web Battle
February 29, 2012... Brands join forces to push for mobile web standard and simpler app payments. Matt Chapman in Barcelona. Apple's central role in mobile has been challenged this week, with Facebook, HTC, Sony, Samsung and Nokia among the brands taking aim at...

Amex backs C4 'Talent' series.(American Express Co)(Channel 4)(Brief article)
February 29, 2012... American Express is using a six-part, branded-content series on Channel 4 to boost awareness of its 'Realise the potential' positioning. The 'Hidden Talent' documentary series, which will air in the coming weeks, was co-created by Amex and...

Durex begins hunt for first digital agency.(Brief article)
February 29, 2012... Reckitt Benckiser (RB) is looking to enhance the global digital presence of its Durex brand. The FMCG company plans to ramp up its digital marketing for the condom and sex-toys brand, as part of its wider 'power brands' strategy. RB is...

This Week
February 29, 2012... Marketing's comprehensive digest of the most significant industry news from the past seven days. Kellogg's Totes Amazeballs coup Breakfast cereal brand Kellogg caused a stir on Twitter last week by revealing a new cereal, named Totes...

Supermarkets Stop the Presses
February 29, 2012... The launch of The Sun on Sunday at the weekend coincided with exclusive research that shows a decrease in spend on press ads by the major food retailers. The arrival of The Sun on Sunday over the weekend was good news not only for News...

Time to Adapt to 'Evolution by Consumer Selection'
February 29, 2012... Unilever chief marketing officer Keith Weed is to outline his vision for brand evolution at the Advertising Association's annual summit this week. Here, he explains what lies behind Unilever's strategy. In a resource-constrained world,...

Profile Builder: Who Google Thinks You Are ... Dawn Paine, Incoming Vice-President of Marketing, Universal Pictures UK
February 29, 2012... - The first two links are to a PR Week story about Paine's appointment by Universal. - The next is to Marketing's report of her recent change of jobs. - The fourth result is to Screentrade Magazine's story on her appointment. Verdict...

My Secret Work Weapon: Read carefully: look for the rules and the value of words.(Brief article)
February 29, 2012... My secret work weapon is my dyslexia - and it really is a secret, because I've never told anybody before. The first reason it's my secret weapon is that, if you have dyslexia, you have to learn rules for reading, and that teaches you to...

Most Viewed Job.
February 29, 2012... Views: 254 Week: 13-19 February Title: Partnerships assistant Recruiter: The Premier League -------------------- Did you find this article useful? Why not subscribe to the magazine? Please call 08451 55 73 55 for more information...

Brand Manager of the Week: Amy Holdsworth, Marketing Manager for Tetley Tea, Tata Global Beverages
February 29, 2012... - Describe yourself in three words. Challenging, energetic, pragmatic. - How would you define marketing? Making people want your stuff more than they want other stuff. - What would you be if you weren't a marketer? A detective or...

And Finally: We'll Call You - Sony Ericsson
February 29, 2012... Mole isn't too keen on change when it comes to brands and services Can the handset manufacturer assure us that its takeover by Sony won't mess things up for us? Mktg I've got a Sony Ericsson Xperia Arc S handset and I've heard that Sony...

Surface Cleaning and Care
February 22, 2012... There has been an increase in sales of antibacterial and multipurpose products for the cleaning and care of hard surfaces as consumers seek good-value, germ-killing lines, writes Jane Bainbridge. MAIN PLAYERS Yilmaz Erceyes - Air...

Opinion
February 22, 2012... Groupon's exponential rise to prominence raises the question of whether discounts alone can sustain a brand in the long term. A few months ago, Groupon was the poster child for the digital age, heralded by Forbes magazine as the...

Guru
February 22, 2012... How does a rapidly growing brand ensure that its marketing efforts in various countries are co-ordinated? By establishing a leadership team to look at the big picture, writes Mhairi McEwan. Q: We're growing quickly internationally, but...

Opinion: The Marketing Society Forum - Is It Worth Auditioning Authentic, Independent Brand Advocates?
February 22, 2012... Supermarkets are reportedly becoming jealous of the coverage given to Morrisons by independent blogger Steve Dresser. NO - JIM SLATER, MANAGING DIRECTOR, COSTA ENTERPRISES Brand advocates are the best friends your brand can hope for. These...

Shift
February 22, 2012... If entrepreneurs can persuade strangers to invest in their projects on funding platforms such as Kickstarter, why can't marketers drive innovation in their own boardrooms, asks Nicola Clark. What do Osombie, an independent zombie movie about...

G.M.O.O.T.(Brief article)
February 22, 2012... Pronunciation/'Gmu:t/. Acronym: Get me one of those. Etsy.com - Launched in 2005, Etsy offers a wide range of handmade and vintage items. Craft, art and hand-painted cards are particularly popular. The site, which currently has 12m buyer...

Jif Lemon
February 22, 2012... Packaging has been key to the brand's identity, now so established, it is synonymous with Pancake Day. The generic ingredients mixed together and then thrown into a pan on 'Pancake Tuesday' hardly stand out, but one brand is inextricably...

Htc
February 22, 2012... The smartphone-maker has lost momentum and failed to impress in the US, writes Matt Chapman. HTC has begun to falter as Samsung and Apple strengthen their stranglehold on the smartphone industry. The Taiwanese manufacturer posted a sales...

Brand Barometer
February 22, 2012... Producing content that consumers share is a cost-efficient way for marketers to amplify their messages. A recent study by Unruly suggests that consumers are more receptive to shared ads. It found that brand recall and association rose 7%...

Adwatch
February 22, 2012... Marketing's unique weekly analysis of advertisement recall in association with tns. Totaljobs.com Ad's central character lacks charm and deflects focus from the brand's message I remember the chill of reading creative jobs sections in...

The Marketing Interview: Jeremy Ellis
February 22, 2012... TUI Travel's marketing director is insistent its Thomson and First Choice brands have to 'stand for something', writes Loulla-Mae Eleftheriou-Smith. It's understandable that some consumers confuse Thomson with Thomas Cook, but Jeremy Ellis,...

The 7 Sins of Content Marketing
February 22, 2012... Providing branded output has been one of the biggest priorities in marketing in the past two years or so, but are brands overestimating how much content consumers want? David Benady unveils the biggest issues in the marketplace and outlines the...

Profile Builder: Who Google Thinks You Are ... Jill Styring, Marketing Director, Huawei
February 22, 2012... - The first link is to a Marketing story about Styring's appointment by Huawei. - The next two are to mobilenewscwp.co.uk, one about her appointment, and the next an index of stories about her - The fourth result is to a report on...

My Secret Work Weapon: Treat consumers as you would treat your friends.(Brief article)
February 22, 2012... When thinking about the relationship between our brands and consumers, my secret weapon is to draw parallels with our relationships; the quality, frequency and style with which we communicate with friends and family. We generally know the...

Most Viewed Job.
February 22, 2012... Views: 465 Week: 6-12 February Title: Marketing assistant Recruiter: Royal Horticultural Society. -------------------- Did you find this article useful? Why not subscribe to the magazine? Please call 08451 55 73 55 for more...

Brand Manager of the Week: Chris Hayler, Commercial and marketing manager, Southampton FC.(Interview)
February 22, 2012... Describe yourself in three words. Just do it. What would you be if you weren't a brand manager? A man with a van - no job too small. What was your first job? Dish-washer at a pub, though my first serious job was as a marketing...

And Finally: We'll Call You - Marks & Spencer
February 22, 2012... The retailer's Valentine's Day pounds 20 dine in for two deal gave Mole a chance to be romantic without expending great effort or thought, but disaster struck on the day... Marks & Spencer Good afternoon, you're through to Marks &...

Editor's Comment: Welcome - High-wire act for The Sun on Sunday.(Editorial)(Brief article)
February 22, 2012... Although they're not shouting too loudly about it, some advertisers have missed the News of the World since its closure last July. Not for its mix of crime, sex and sensation, but for the paper's undoubted ability to deliver that most...

Cover Story: RKCR/Y&R.(Brief article)
February 22, 2012... 'Our cover idea started with a search for a catchy headline,' says Adrian Lim, creative partner at RKCR/Y&R. ''How much more can they stomach?' and 'Has the public lost its appetite?' were my first attempts, then Steve came up with...

Breaking.(brief)(Brief article)
February 22, 2012... Marks & Spencer brand director Alison Jones has left the retailer after little more than a year in the role. Jones, a former Debenhams marketer, who joined M&S from Arcadia in 2010, will be replaced by Rob Weston, whose current role as...

Sure adopts global online ads.(Brief article)
February 22, 2012... Unilever is to align its worldwide digital activity for Sure deodorant, as it looks to put online at the heart of its marketing for the brand. The multinational has appointed digital agency R/GA to handle global campaigns for Sure, known as...

Hackett in Aston Martin tie-up.(B Street)(Aston Martin Lagonda Ltd.)(Brief article)
February 22, 2012... Aston Martin is allowing menswear brand Hackett to give away one of its cars as part of a global campaign, in the first such initiative by the automotive marque. The offer of a chance to win an Aston Martin V8 Vantage Coupe will be part of...

Major Brands Endorse Sun on Sunday Launch
February 22, 2012... Tesco, Ford, Morrisons and News Corporation-owned Sky are among the big-spending advertisers set to commit spend to The Sun on Sunday. The title, which publisher News International (NI) vows will have a greater 'family feel' than the Saturday...

Stella Shifts Focus from 60s Chic to Provenance
February 22, 2012... AB InBev focuses on more than 600 years of brewing history behind the Belgian lager brand. Stella Artois is shifting away from its 60s Continental-inspired advertising with the launch of a product-led marketing campaign intended to highlight...

RBS in groupwide marketing restructure.(Royal Bank of Scotland)(Brief article)
February 22, 2012... RBS is to implement a new group marketing structure across its retail banking business, including the NatWest and RBS brands. Martin Wise, who previously held a senior product role within RBS, has been named group head of marketing. He...

This Week
February 22, 2012... Marketing's comprehensive digest of the most significant industry news from the past seven days. Foster's signs Partridge again Heineken UK is set to air a new series of Alan Partridge's Mid-Morning Matters through its Foster's comedy...

Digital Killed the Marketing Star
February 22, 2012... With some Facebook campaigns now showing significant ROI, do recent cuts at Coca-Cola, PepsiCo and Procter & Gamble signify a shift away from traditional marketing, asks Eva MacIntosh. Against the backdrop of swingeing cost and staff cuts...

Nokia Plots Location-Based Salvo in Smartphone Battle
February 22, 2012... Mobile handset manufacturer eyes revival as it pours investment into marketing. Nokia's fall from grace has seen it switch from being a powerhouse of the mobile industry to an also-ran. It now sits behind Apple and Samsung, after being too...

Beer
February 15, 2012... Despite an increase in off-trade sales and the growing popularity of low-alcohol products, the beer industry has been hit by a considerable decrease in revenues since 2006, writes Jane Bainbridge. Main players Chris McDonough, Marketing...

The Social Monitor: Brands Look for Love in Tough Times
February 15, 2012... Social media makes it easier for brands to capitalise on one-off events like Valentine's Day. The latest Social Monitor examines which brands are in the mood for love and which could be left on the shelf this year. Valentine's Day may...

Opinion
February 15, 2012... Advertising agencies in the habit of 'curating' ideas rather than creating them run the risk of doing themselves out of a job. Advertising agencies like to celebrate the creativity that defines them. It is why clients commit time and money,...

Guru
February 15, 2012... A marketer asked to produce a campaign guaranteed to 'go viral' is a marketer under pressure. There are options, however, says Will Harris, including a last-ditch attempt to talk your boss down from the ledge. Q. I'm head of marketing for an...

Muji
February 15, 2012... From its supermarket origins to the Museum of Modern Art, good value and efficiency remain at Muji's core. Muji began life as an own-label range from Japanese supermarket Seiyu in 1980. The Mujirushi Ryohin (meaning 'No-label quality goods')...

Life after Clubcard
February 15, 2012... Clubcard was once the golden goose of marketing, but should Tesco re-evaluate what the scheme means to consumers, asks Alan Mitchell The headlines were shocking. 'Tesco crown slips'. 'Tesco shares crash' Yet, in all the coverage and analysis...

A Marketing Promotion: Why It's Time to Go Integrated
February 15, 2012... Case studies show that, with so many channels available, an integrated campaign can lead to excellent results. Social media, smartphones, tablets, QR codes and direct response TV have revolutionised how and where consumers interact with...

Twitter's Branded Venture
February 15, 2012... The platform has launched its branded pages, but are they valuable enough to persuade companies to p art with pounds 25,000 for the privilege of operating one, asks Sarah Shearman. Twitter stepped up its brand charm offensive earlier this...

Brand Barometer
February 15, 2012... Last week's 'Social brand tracker' looked at RBS. Now, in 'Consumer voice index' we look at the high-street banking sector. Bonuses and honours-stripping have given RBS an unwanted high profile. Olympic sponsor Lloyds has a relatively small...

Adwatch: Marketing's Unique Weekly Analysis of Advertisement Recall in Association with Tns
February 15, 2012... MCDONALD'S The chain's coffee-range ad is charmingly understated and underpins its brand position Russ Lidstone, Chief executive, Euro RSCG London I was lucky enough to spend many days locked in a darkened room last summer, overdosing on...

The Marketing Forum: Have Olympic Organisers Gone Too Far by Taping over Logos on Toilets?
February 15, 2012... London 2012 chiefs are masking corporate branding on facilities at stadia ahead of the Games. YES - VIKI COOKE, CO-FOUNDER, BRITAIN THINKS When I read this piece I had to check the date. Of course, sponsors have invested substantially and...

Shift
February 15, 2012... The fusion of the online and offline world is a key trend for marketers, but, warns Nicola Clark, they should focus on what's real. You cannot rewrite history; you can however, edit your Facebook profile Drunken nights out, questionable...

G.M.O.O.T.(Brief article)
February 15, 2012... Pronunciation: /'Gmu:t/ Acronym: Get me one of those Littlemonsters.com Last week, Lady Gaga launched a site that will serve as a social network between the pop star and her fans or 'Little Monsters'. The site is in beta mode. At the...

Brand Builder: BrewDog
February 15, 2012... Will the brewer's upfront attitude work as well in its bars as it has for its beer, asks Gemma Charles. BrewDog, the attention-seeking Scottish brewer, is looking to extend its brand to the pub scene. The self-styled 'beacon of...

Lose Control, Win Consumers
February 15, 2012... Brands are often wary of the uncontrolled nature of CRM conducted through social media, but, used properly, Facebook, Twitter et al can significantly boost the bottom line. As brands become more active in social media, the question is not...

Editor's comment: Welcome - Clubcard: reinvent or face extinction.(Editorial)(Brief article)
February 15, 2012... Legend has it that in 1994, when Clubcard was unveiled to Tesco's then-chairman Lord MacLaurin, he proclaimed himself 'scared'. 'You know more about my customers after three months than I know after 30 years,' he said. Since then it has...

Cover Story: RAPP.(Brief article)
February 15, 2012... Ian Haworth, global chief creative officer at RAPP, says: 'We wanted the cover to convey a sense of ambivalence: can Tesco's Clubcard pull off a phoenix-like reincarnation... or is it data's 'fallen angel'? 'Loyalty programmes have grown...

Breaking.(Brief article)
February 15, 2012... MasterCard is to renew its sponsorship of the UEFA Champions League for a further three years. The payments brand, which has backed the competition since 1994, has signed up as official partner until the end of the 2014-15 season. A...

Facebook chief lauds mobile.(Brief article)
February 15, 2012... Facebook's mobile strategy is being underpinned by a drive to better integrate the social network into consumers' everyday lives. Speaking at the Social Brands conference held in association with Marketing last week, Alexander Schlaubitz,...

KFC rolls out 'his and hers' ads.(Brief article)
February 15, 2012... KFC is to roll out its first 'his and hers' TV ads, to support the release of the BBQ Rancher, its 'healthy' non-fried burger. The burger, which is being launched this week in the UK, joins other non-fried products on the fast-food chain's...

Renault unifies models under 'Va va voom' line.(Brief article)
February 15, 2012... Renault is to extend its 'Va va voom' strapline, previously used only for its Clio models, across marketing for all its cars in the UK, in an effort to kick-start its sales performance. The line dates back to a 2001 ad campaign that starred...

Sony Ericsson Boss Exits amid Relaunch
February 15, 2012... David Hilton departs handset manufacturer as it readies first Sony smartphone. Sony Ericsson UK & Ireland marketing director David Hilton has left the company, as the mobile firm starts to centralise its marketing ahead of its planned...

Mars UK to cut calories across chocolate lines.(Brief article)
February 15, 2012... Mars UK is embarking on a major calorie-reduction programme to bring the products in its chocolate range down to 250 calories or less. While several of its bars already fall within this range, the Mars and Snickers bars, at 260 and 296...

No. 10 plans careers site for young jobless.(Brief article)
February 15, 2012... The Prime Minister's office is launching a digital brand intended to help young people make better career choices, as the government seeks to reduce youth unemployment. In a document seen by Marketing, Number 10 said it will develop a web...