Marketing articles from June 2010

Marketing archives from June 2010

Andrew Walmsley on Digital: Change at the Top
June 30, 2010... The companies now most associated with the internet are unlikely to retain their dominant positions. After 15 years of explosive growth, the web's major players are clear Search, dominated by Google, is the winner in the advertising space....

Helen Edwards on Branding: Innovating for Austerity
June 30, 2010... To succeed in straitened times, companies should look to countries such as India for inspiration. The trouble with appending the word 'emergency' to last week's budget is that it gives the illusion of brevity. Emergencies are sudden events...

Apple iPod
June 30, 2010... Does the double threat of the iPad and iPhone 4 signal the death of the iPod, asks Nicola Clark. If cannibalising sales of your own products is the cardinal sin of marketing, Apple is a prime offender. There is little doubt that the...

Adwatch 30.06.10.(Statistical table)
June 30, 2010... Marketing's unique weekly analysis of advertisement recall in association with tns. Q Which of the following TV commercials do you remember seeing recently? 23.06 Brand Agency/TV buyer % 1 ...

Adwatch 30.06.10: Muller
June 30, 2010... Charming and inventive ad is let down by its recourse to a mandatory pack-shot. When is a cow not a cow? When it's a horse, of course. This simple little gem manages to turn a potentially boring execution into a charming one. In addition,...

Opinion: The Marketing Society Forum - Do Marketers Set Aside Enough Time for Networking with Their Peers?
June 30, 2010... As clients and agencies reflect on events at the International Advertising Festival last week, many of those who attended may be wondering why they had to go to Cannes to see their colleagues. NO - IAN ARMSTRONG, MANAGER, EUROPEAN...

The Big Sell-In
June 30, 2010... Marketing directors who cannot manage to communicate their ideas well enough to convince their board stand little or no chance of reaching their ultimate target audience, writes Kim Benjamin. A drum-playing gorilla and a series of coloured...

Setting a High Ethical Bar
June 30, 2010... The growth of Fairtrade is the most notable trend within a sector struggling with falling sales and rising cocoa prices. Never mind Fairtrade Fortnight - consumers' increasing ethical consciousness is leading to a Fairtrade future for many...

Design Leagues
June 30, 2010... Specialist agencies have had to adapt as cash-strapped clients demand work that looks beyond on-shelf standout to the total brand experience. In many ways, design's star is rising. Its strategic relationship with business continues to...

What It's Really like Inside: Groupon
June 30, 2010... - How does the team come up with fresh marketing ideas? We are very lucky to work across a range of social media platforms, so our customers provide us with all the inspiration we need. - What are the perks? The incredible people we...

Brand Manager of the Week: Tracey Hyem, Brand Manager, Continental Tyres
June 30, 2010... - Describe yourself in three words. Reliable, conscientious, fun-loving. - How would you define marketing? Communicating what your product is, and why the consumer would want to buy it. - What would you be if you weren't a brand...

Stella to Launch Black Lager for 'Posh' Drinkers
June 30, 2010... Anheuser-Busch InBev aims to emulate Coke with Stella Artois expansion plans. Anheuser-Busch InBev is to launch an upmarket variant of Stella Artois for 'down-tempo' drinking occasions. Stella Artois Black looks set to be the first in a...

Unilever scraps Chrysalis unit.(Brief article)
June 30, 2010... Unilever has abolished its Chrysalis unit, home to the Marmite and Pot Noodle brands, after just two years. Chrysalis was established in 2008 to provide specialist support to Unilever's 'local jewel' brands from the UK, Germany and France....

Tetley tea folk in comeback.(MCBD)(Brief article)
June 30, 2010... Tetley's animated 'tea folk' are poised to make a return to its advertising after a nine-year absence. A campaign created by MCBD will be spearheaded by a 'nostalgic' TV ad for the tea brand, which has lost market share in recent years to...

P&G chief urges brands to 'move people'.(Marc Pritchard from Procter and Gamble Co.)(cannes lions international advertising festival )(Brief article)
June 30, 2010... Brands need to make consumers' lives better if they are to achieve long-term success, according to Marc Pritchard, P&G's global marketing and brand building officer. Speaking at the Cannes Lions International Advertising Festival last...

Foster's Shifts Focus in 'No Worries' TV Drive
June 30, 2010... Heineken UK-owned lager reverts to traditional positioning with 'Good call' line. Foster's is launching a multimillion-pound push aimed at returning the Heineken UK-owned lager brand to its 'Aussie no worries' roots. Breaking on Saturday,...

Nissan fills senior UK role.(appointment of Steve McLennan )(Brief article)
June 30, 2010... Nissan has promoted Steve McLennan to the position of UK marketing director. McLennan, who was previously director of network development and quality, will oversee the marque's UK marketing activity and product planning. He takes over the...

Bahlsen takes on McVitie's.(Brief article)
June 30, 2010... Bahlsen is renewing its attempts to steal UK market share from McVitie's. The German confectioner is to run a six-figure advertising campaign aimed at positioning its Messino brand as a premium alternative to the market-leading Jaffa Cakes....

LG Electronics names mobile marketing chief.
June 30, 2010... LG Electronics has appointed Dan Walsh as head of marketing for mobile, ahead of a multimillion-pound drive to promote its latest handset. Walsh joins LG from Commercial Advantage Consulting, where he was a marketing consultant. He has also...

Brand in the News: Wimbledon.(Hertz Corp.)(Hongkong and Shanghai Banking Corporation Ltd.)(Wimbledon Tennis Tournament)(Brief article)
June 30, 2010... - Why is it in the news? The sunshine combined with some impressive tennis ensured that the prestige and excitement of the first week of Wimbledon fortnight has not been overshadowed by the World Cup. The unique status of the Championships...

BBC Trust approves involvement.(British Broadcasting Corp.)(Channel Four Television Company Ltd.)(ITV PLC)(Brief article)
June 30, 2010... The BBC Trust has approved the BBC's involvement in Project Canvas, subject to several conditions. The joint venture between the BBC, Arqiva, BT, Channel 4, Five, ITV and TalkTalk is intended to develop and promote a common standard for...

Mates launches online game.(The Lounge Group)(Brief article)
June 30, 2010... Mates, the condom brand, has launched an online game to promote its Skyn range. The activity, created by The Lounge Group, aims to make consumers think about safe sex. -------------------- Did you find this article useful? Why not...

Times and Sunday Times record expected drop in traffic.(Brief article)
June 30, 2010... The Times and Sunday Times' registration-only websites have recorded an expected drop in traffic ahead of the introduction of a paywall next month. Their market share has nearly halved, according to Experian Hitwise. -------------------- ...

Virgin Media Television to launch channel.(Brief article)
June 30, 2010... Virgin Media Television is to launch a channel, called Living Loves, showing drama and comedy that has recently aired on Living. Going live from next Monday, it will replace Living+2 on Virgin Media and Sky. -------------------- Did you...

Elle Macpherson Fronts VMTV 'Top Model' Ads
June 30, 2010... Virgin Media Television (VMTV) has launched its biggest marketing campaign of the year to support the return of Britain's Next Top Model. The latest series of the flagship show, which starts next week on Virgin's Living channel, will be...

World Cup Watch: England vs Algeria.(Coca-Cola Co. (Atlanta, Georgia))(Brief article)
June 30, 2010... Coca-Cola is winning the battle of the World Cup brands, according to the latest wave of research from Lightspeed's mobile sponsorship panel, conducted exclusively for Marketing throughout the tournament. The survey was carried out during the...

The Hut Group enters male-grooming market.(Brief article)
June 30, 2010... The Hut Group has entered the male-grooming market with its first dedicated men's website. The online retailer launched Washbag.com last week. -------------------- Did you find this article useful? Why not subscribe to the magazine?...

Vodafone UK launching reward scheme.(Brief article)
June 30, 2010... Vodafone UK is launching Vodafone VIP, a reward scheme giving its customers access to music festivals, the British Grand Prix and London Fashion Weekend, which it is to headline sponsor. The scheme is being run in partnership with music promoter...

Sainsbury's to recruit a board-level marketing director.(Gwyn Burr and Mike Coupe )(Brief article)
June 30, 2010... Sainsbury's is to recruit a board-level marketing director after moving incumbent Gwyn Burr to the role of customer service and colleague director. Burr's move follows a restructure that included the promotion of trading director Mike Coupe to...

FIFA drops legal action.(International Federation of Association Football)(Bavaria B.V.)(Brief article)
June 30, 2010... FIFA has dropped legal action against Bavaria, the Dutch brewer linked with an ambush marketing stunt at the World Cup, and two women accused of organising it. FIFA said the matter was now closed and it would make no further comment. ...

Search Marketing Fails to Deliver Full Potential
June 30, 2010... Brands are failing to exploit search marketing fully, according to research carried out by the IAB and revealed exclusively in Marketing. The 'IAB Search Marketing Barometer 2010' is based on a survey of 140 senior marketers from 91 of the...

Marketer in the News: Simon Wallis, Domino's Pizza.(Interview)(Brief article)
June 30, 2010... - Why is Wallis in the news? Last week he started in his new role as sales and marketing director for Domino's Pizza. Despite agreeing to join the home-delivery pizza chain in January, Wallis has, until now, been on gardening leave. Robin...

Apple's iPhone 4 goes on sale in UK.(Brief article)
June 30, 2010... Apple's iPhone 4 has gone on sale in the UK with predictions that demand may outstrip supply. The handset is 24% smaller than the 3GS model, which launched a year ago and sold more than 1m units in its first weekend. -------------------- ...

Nike hires giant interactive outdoor installation in South Africa.(World Cup (Soccer))(Brief article)
June 30, 2010... Nike has hired a giant interactive outdoor installation in South Africa in its latest attempt to hijack rival Adidas' sponsorship of the World Cup. The execution allows fans to submit messages to their favourite players. --------------------...

Lucozade Sport becomes the first official nutrition partner of BABA.(British Amateur Boxing Association )(Brief article)
June 30, 2010... Lucozade Sport has become the first official nutrition partner of the British Amateur Boxing Association (BABA). This comes as BABA seeks to promote interest in amateur boxing, following a strong English performance at this year's European...

Mullerlight plans TV and press campaign.(Brief article)
June 30, 2010... Mullerlight plans to back its 'Inspired By' range of cheesecake- flavoured yoghurts with a pounds 1.5m TV and press campaign. The activity, which will go live this autumn, will target female consumers with ads in women's magazines. ...

The Week in Marketing
June 30, 2010... - BBC Potter ruling The BBC Trust has ruled that Radio 1's Harry Potter Day last year breached the editorial guidelines relating to product prominence but did not amount to an endorsement of a commercial product. The BBC governing body...

World Cup Winners
June 30, 2010... Supermarkets are cashing in on stay-at-home consumers' match-time munchies. The guarantee of a good seat and an unobstructed view of the screen are just two of the reasons that consumers have been opting to tune in to World Cup football...

Turned Off
June 30, 2010... Media industry figures are sceptical about Jeremy Hunt's plans for local television, writes Andy Fry. After six weeks at the Department for Culture, Media and Sport (DCMS), Jeremy Hunt reaffirmed his desire to transform the local media...

The Power of Perception
June 30, 2010... Research has provided further insight into what consumers view as 'being green'. UK consumers view retailers as being among the most environmentally friendly brands, according to a global survey of consumer attitudes. The comprehensive...

Insider's View: Sainsbury's
June 30, 2010... We have been working hard for many years to reduce our environmental impact and improve our ethical practices. However, it can be challenging to make sure that shoppers know about the work we have been doing. We are highly focused on ensuring...

From First Love to Slim-Fast
June 30, 2010... Matt Burgess, managing director, Incs at Unilever, is working to build a higher profile for his stable of food brands. Interview by John Reynolds. Should David Cameron ever think that presenting President Barack Obama with a jar of Marmite -...

Editor's Comment: Brands Make Mark in Cannes
June 30, 2010... The Cannes Lions Ad Festival is over for another year, and this time more marketers than ever are nursing hangovers and tending sunburn. Traditionally, of course, Cannes has been the preserve of the agency fraternity, with executives from...

Profile: Banking on the Customer
June 23, 2010... Anthony Thomson, chairman and co-founder of Metro Bank, is hoping to turn consumer banking on its head. Interview by Alex Brownsell. To create one's very own high-street brand must be a dream for any marketer. Yet Anthony Thomson, chairman...

Opinion: The Marketing Society Forum - Do 'Excellence' Marketers Undermine Those with Budgetary Control?
June 23, 2010... Nestle UK has appointed Vernon Bradley as its group marketing director to oversee and advise the marketers responsible for all brands across the company's confectionery, food and drinks portfolios. NO - GARY MOSS, CHAIRMAN, BRAND VISTA ...

Editor's Comment: Metro Bank's Service Point
June 23, 2010... Personally I'd rather spend an hour poking myself in the eye than visit the bank during lunchtime. After battling my way down the high street and finding my local branch, which now looks more like the bridge of the Starship Enterprise, I...

Electric Cars Face Marketing Short Circuit
June 23, 2010... The motor manufacturing industry, already devastated by the recession, has a tough challenge on its hands when it comes to marketing electric vehicles to confused consumers. After decades of promoting their products to a very responsive and...

Nation of Animal-Lovers
June 23, 2010... Cash-strapped pet-owners appear more inclined to splash out on food for their furry friends than costly meals for their families, writes Jane Bainbridge. The obesity epidemic is affecting multiple food markets in one form or another; most are...

Doing the Business
June 23, 2010... Agencies that dismiss B2B activity as the poor relation of consumer campaigns are overlooking the potential of the sector, as marketers hunt for those promising a fresh approach. What happens in an agency when a B2B brief hits the desk? Do...

Prudential
June 23, 2010... A failed takeover bid has left the British insurance brand pondering its future, writes Alex Brownsell. For a brand that has long been evocative of sleepy 50s Britain, the recent attempt by insurer Prudential to become a global financial...

Jeremy Lee on Media: Will Cable Trip Murdoch Up?
June 23, 2010... News Corporation owner's ambitions to take full control of Sky may face a determined challenge. Once hailed as an economic oracle, the only man in Christendom to have foreseen the financial meltdown, and considered so invaluable to his...

Adwatch 23.06.10.(Statistical table)
June 23, 2010... Marketing's unique weekly analysis of advertisement recall in association with tns. Q Which of the following TV commercials do you remember seeing recently? 16.06 Brand Agency/TV buyer % 1 ...

Adwatch 23.06.10: Anchor
June 23, 2010... The butter brand's focus on purity and provenance, with a dash of humour, is paying off. The television commercial is dead. When was the last time you heard those words? A while ago I'd wager. I certainly didn't hear anyone utter them...

What It's Really like Inside: Holland & Barrett
June 23, 2010... - How does the team come up with fresh marketing ideas? We hold regular brainstorming sessions where no idea is a bad idea and the weird and wonderful are embraced. - What are the perks of the job? TV shoots with the lovely Gethin...

Brand Manager of the Week: Vicky Lee, Marketing Manager, CWF
June 23, 2010... - Describe yourself in three words. Tenacious, positive, effervescent. - What would you be if you weren't a brand manager? Owner of a food and wine emporium in the Lake District. - What attracted you to your current job? From an...

Andrew Walmsley on Digital: Dip into Mobile's Money Pot
June 23, 2010... A combination of developments is allowing advertisers to realise the true potential of the platform. In a tradition stretching back over almost years, the 'this is the year of the mobile' article makes regular appearances whenever someone...

Online Music Analysis: Music to Sceptics' Ears
June 23, 2010... Tesco seeks to offer consumers 'best of both worlds' with its digital locker service. Tesco is planning to take on online-only music and film retailers such as iTunes with a 'digital locker' service, offering consumers the physical and...

A Chicken and Egg Problem
June 23, 2010... KFC must defy consumer preconceptions to succeed with its breakfast offer, writes John Reynolds. KFC's decision to rethink its trial breakfast menu in favour of a more mainstream offering, ahead of an expected national roll-out of 'KFC A.M.',...

Message on the Bottle
June 23, 2010... Will the drinks sector's pledge on labelling practices prevent further change? Nothing focuses the minds of consumer goods companies like the threat of mandatory regulation with the potential to clamp down on their marketing freedom and...

Helen Edwards on Branding: Whose Brand Is It Anyway?
June 23, 2010... Consistency of positioning can be one of the most powerful tools a brand marketer can call upon. Phrases that are both clever and true can also be dangerous. Here's one: 'Brands only exist in the minds of consumers.' Very clever and true,...

Barclays targets young via virtual reality game.
June 23, 2010... Barclays is looking to attract a new generation of consumers with the roll-out of a virtual-reality initiative. A game, called 56 Sage Street, has been created by ad agency Bartle Bogle Hegarty and production company B-Reel, following a...

England woes to hit retailers.(Brief article)
June 23, 2010... Brands are facing a black hole in their finances as a result of England's lacklustre performance in the World Cup. According to the British Beer and Pub Association, each England game brings an additional pounds 10m to pounds 15m of revenue...

O2 plots strategy integration with VCCP.(Brief article)
June 23, 2010... O2 has appointed VCCP to its pounds 15m digital business, in a drive to bring greater consistency to its multi-channel marketing strategy in the face of a likely onslaught from two of its biggest rivals. The agency change follows the merger...

Freeview Hands Senior Role to BBC Marketer
June 23, 2010... Digital platform fills top post as it pushes HD offering amid stiff competition. Freeview has hired BBC marketer Sue Leach as its marketing communications director. Leach will replace Tim Hunt, who left the digital TV provider in March to...

L'Oreal weighs up 'digital mirror' kiosks.(L'Oreal Paris)(Brief article)
June 23, 2010... L'Oreal is considering rolling out in-store kiosks across UK retailers that would enable consumers to try out hair and beauty products virtually. The kiosks use EZface technology, which acts as a 'Virtual Mirror', showing users how products...

Jose Cuervo plots revamp.(Jose Cuervo International)(Albion Industries Inc)(Brief article)
June 23, 2010... Jose Cuervo International has hired agency Albion to develop a cross-platform marketing strategy that could herald a shift from its 'party' image. The resulting work will run in selected markets outside the US and Mexico, including the UK,...

Skype loses top marketer.(Skype Technologies S.A.)(Juliet Blackburn)(Brief article)
June 23, 2010... Skype director of consumer marketing Juliet Blackburn has left the business after just six months in the role. Blackburn took up the post following nine years at brand-agency intermediary AAR. At Skype, she oversaw global marketing...

Ribena Pushes Variants in 'Pick Your Own' Ads
June 23, 2010... Ribena is preparing a summer marketing campaign that will expand the brand's focus beyond its core blackcurrant flavour to the rest of its range. The activity will use the strapline 'Pick your own flavour', in an effort to raise the profile...

Uniqlo launches Twitter-based campaign.(Fast Retailing Company Ltd)(Brief article)
June 23, 2010... Uniqlo has launched a Twitter-based campaign entitled 'Sportweet' to promote its summer sportswear range. A dedicated website allows consumers to insert their tweets in a film featuring athletes playing a range of sports; they can then follow...

Telegraph Media Group promotes loyalty director.(Graham Horner)(Brief article)
June 23, 2010... Telegraph Media Group has promoted loyalty director Graham Horner to the role of marketing director. Horner will take responsibility for brand campaigns and sales promotions, in addition to his existing responsibility for TMG's new loyalty...

Boots starts trial of contactless payments.(MasterCard International Inc)(MasterCard.)(Brief article)
June 23, 2010... Boots has started a nationwide trial of contactless payments powered by MasterCard. Customers in selected stores are now able to 'tap and go' when buying goods for less than pounds 15. -------------------- Did you find this article useful?...

VisitBritain relaunches website.(Brief article)
June 23, 2010... VisitBritain has relaunched its global consumer-facing website, as it looks to attract visitors in the build-up to the 2012 Olympic Games The domestic tourism body hired SapientNitro to redesign the site, VisitBritain.com, with the aim of...

Project Canvas Set to Attract TV Ad Budgets
June 23, 2010... Coca-Cola, More Th>n, LG Electronics and Honda are among the leading brands preparing to plough their TV budgets into video-on-demand (VOD) should Project Canvas get the green light from the BBC Trust. The joint venture, backed by the BBC,...

Marketer in the news - Mark Sinnock.(ASDA Group Ltd)(Brief article)
June 23, 2010... - Why is Sinnock in the news? After just 15 months as Asda's marketing director, Sinnock has left to 'pursue his career beyond Asda', according to a statement from the supermarket. He has been replaced by Jon Owen, Asda's director of...

Bombay Sapphire launching global campaign.(Brief article)
June 23, 2010... Bombay Sapphire is launching a global campaign to engage consumers through social media. Using an app, consumers will be encouraged to build a mosaic image of themselves compiled from pictures that reflect different aspects of their lives. ...

Sun's promotion of iPhone app backfires.(Brief article)
June 23, 2010... The Sun's promotion of its World Cup iPhone app has backfired after it appropriated up to 32 football blogs to feature in its sweepstake app. The owners of blogs, including I'll be Off and Whoateallthepies, have complained that they did not give...

Budweiser runs designated driver campaign.(Brief article)
June 23, 2010... Budweiser is running a campaign urging groups of people to appoint a designated driver when out drinking. The TV ad was created by DDB Chicago. -------------------- Did you find this article useful? Why not subscribe to the magazine?...

Costa Coffee scores victory against Starbucks.(Costa Coffee)(Costa Coffee )(Brief article)
June 23, 2010... Costa Coffee has scored a victory against rival Starbucks after the ASA rejected the latter's complaint about Costa's '7 out of 10 coffee lovers prefer Costa' campaign, which it launched in March last year. -------------------- Did you...

Climate Week Signs Up Key Sponsors for Event
June 23, 2010... Climate Week has recruited Aviva, EDF Energy, Kellogg and RBS as sponsors. The event, which is due to run from 21 March 2011, has been established to raise awareness of global warming and encourage members of the public to take action to...

Brand in the news - Anthropologie.(Brief article)
June 23, 2010... - What's new? Luxury US women's fashion and lifestyle brand Anthropologie is planning to expand its European operations. The retailer, which is part of the Urban Outfitters group, has appointed ecommerce provider Venda to power a...

Virgin unveils online-only gaming division at E3.
June 23, 2010... Virgin unveiled an online-only gaming division at the E3 conference in Los Angeles. Virgin Gaming will build on the heritage of the former Virgin Interactive brand, which was bought by Blockbuster for dollars 250m in 1994. ...

Npower launches biggest sales promotion to date.(Npower)(Brief article)
June 23, 2010... Npower has launched its biggest sales promotion to date to mark the start of its three-year sponsorship of The Football League. The 'Football Saver' activity will offer new customers 7% off standard monthly direct-debit prices for dual fuel, and...

Google creates service for house-hunters.(Google Inc)(Brief article)
June 23, 2010... Google has created a service for house-hunters. The search giant has linked with estate agents to show the location of properties for sale or rent on its Google Maps service. -------------------- Did you find this article useful? Why not...

HSBC launches 'Festival Brazil'.(HSBC USA Inc)(Brief article)
June 23, 2010... HSBC is launching a global campaign to promote its Brazilian cultural sponsorship programme. 'Festival Brazil' follows the bank's backing of Chinese and Indian cultural programmes in 2008 and 2009. -------------------- Did you find this...