Marketing articles from March 2009

Marketing archives from March 2009

Government poised to be biggest advertiser.
March 25, 2009... The government is on track to overtake Procter & Gamble as the UK's biggest-spending advertiser, after the latter cut its adspend by 10%. According to exclusive data from Nielsen Media Research, the COI's media spend rose by almost 20%...

HSBC installs Britton as top marketer.(HSBC Holdings PLC)(Tracy Britton)(Brief article)
March 25, 2009... Tracy Britton has become head of marketing for HSBC Group, replacing Chris Clark, who is now group head of customer experience at the bank. Britton joins from HSBC's US operation, where she oversaw marketing across North America. She...

Nestle adopts kansei design.(Brief article)
March 25, 2009... Nestle is following a Japanese philosophy called kansei, in which products are designed to elicit certain emotional responses in consumers. Kansei focuses on how consumers feel about a product early on in the design process, and then...

Auto Marketers Aim to Push Scrapping Scheme
March 25, 2009... The car industry is gearing up for a sales and promotion rush after the likely launch of a car-scrapping incentive scheme. The Department for Business and Enterprise Regulatory Reform is in advanced talks with the motor industry about a...

Clarks reviews global account.(C and J Clark International Ltd.)(Brief article)
March 25, 2009... C&J Clark International, the owner of Clarks Shoes, is reviewing its global media planning and buying account. The business is held in the UK by Universal McCann Manchester. It not known if the agency will repitch. According to...

Britvic rejigs media duties.(Britvic Soft Drinks Ltd.)(Bartle Bogle Hegarty Ltd.)(CHI and Partners)(Brief article)
March 25, 2009... Britvic has reorganised its pounds 9m media agency arrangements, with Bartle Bogle Hegarty (BBH) and CHI & Partners taking on additional media planning and buying duties from MindShare. In addition to handling the creative advertising,...

RBS to award direct business to CHI.(Royal Bank of Scotland PLC)(CHI and Partners)(Brief article)
March 25, 2009... The Royal Bank of Scotland has shifted its retail direct marketing business out of LIDA. The business, which includes NatWest, is understood to be moving to CHI & Partners. According to insiders, the account will be held as part of a...

Coors Targets Women with First UK Clear Beer
March 25, 2009... Coors Brewers has developed a clear lager - a first for the UK market - as part of its multi-million-pound project to increase the number of women who regularly drink beer. The beer, which has yet to be given a name, has an ABV of 4% and is...

Mini launches global push.(BMW AG)(Brief article)
March 25, 2009... BMW-owned car brand Mini will launch its first global marketing campaign to promote the soft-top Mini Cabrio. The male-focused marketing drive carries a new strapline, 'Always Open', and spans online and offline communications, including...

KFC trialling snack drink.(Brief article)
March 25, 2009... KFC is trialling a range of drinks called KFC Krushems, as part of a drive to expand its offering to young people. The drink is a combination of icy slush and dairy, and comes in four flavours: Strawberry Shortcake, Cookies 'n' Cream,...

The Week in Marketing
March 25, 2009... - Charity in TV first. The Alzheimer's Society will broadcast its first awareness-raising TV ad later this week. The ad, created by Red Bee Media, focuses on how women tend to spend thousands of pounds on beauty products during their...

Media: VW sponsors C4 adventure shows.(Volkswagen AG)(Brief article)
March 25, 2009... Volkswagen is backing Channel 4's new 'Adventure' programming strand as part of a six-figure deal to promote its range of vans. The strand includes Around the World in 80 Trades, Deadliest Catch, Daredevils and Into the Wild. The series...

Media: CNN extends UK coverage.(Cable News Network. CNN International)(Brief article)
March 25, 2009... CNN International has launched on Freesat as part of an ongoing strategy to increase the channel's UK distribution. The expansion has added 200,000 homes to the network's coverage. CNN can now be viewed on Sky, Virgin, Freeview, Freesat...

Media: IPC Media titles in tie-up with Premier Foods.(Premier Foods Ltd.)(IPC Media Ltd.)(Brief article)
March 25, 2009... Premier Foods has signed a deal to promote its Sharwood's and Quorn brands in IPC Media's women's titles. The campaigns will feature a mixture of ad-funded content, advertorials, sponsorships and display ads in weeklies Woman's Own,...

Media Road Test: Heart Radio.
March 25, 2009... - What's new? Twelve new Heart stations have been launched in Wiltshire, Bristol, Bath, Exeter, Torbay, Plymouth, South Hampshire, Oxford and Reading, extending the network's reach to 24 regions. It added nine stations in early January....

Media brief: 20th Century Fox books ad slots.(British Sky Broadcasting Group PLC. Sky One)(Twentieth Century Fox Film Corp.)(Brief article)
March 25, 2009... 20th Century Fox has booked three consecutive ad slots across a single episode of 24 on Sky One. Under the six-figure deal, a different 60-second spot will air in each of the three consecutive breaks during the programme. ...

Media brief: Fabric awards publishing contract to Forward.(Brief article)
March 25, 2009... Fabric magazine has awarded its publishing contract to Forward, taking the business out of Redwood from May. The upmarket property publication has a distribution of 80,000 across central and North London. The publishing company will develop...

Media brief: Kilrock appoints Kinetic.(Brief article)
March 25, 2009... Kilrock, a household cleaning products manufacturer, has appointed Kinetic to plan and buy an out-of-home launch campaign, supporting its refillable surface cleaning range, Aquo. -------------------- Did you find this article useful?...

Media brief: BBC proposes radio catch-up service.(British Broadcasting Corp)(Brief article)
March 25, 2009... The BBC is proposing to launch an on-demand catch-up service for UK radio listeners. Tim Davie, the former BBC marketer and now the head of audio and music at the corporation, wants to introduce a service that is open to all broadcasters....

Media brief: The Sun to launch online radio station.(Brief article)
March 25, 2009... The Sun is launching an online radio station, Sun Talk, next month, as part of parent News International's pounds 1m investment in new TV and radio studios. The online-only radio station will be hosted by Sun columnist and former TalkSport...

Branding: Wagamama shop sauces in revamp.(Brief article)
March 25, 2009... Asian restaurant chain Wagamama is relaunching its retail sauce range, as a growing number of restaurant brands battle for supermarket shelf space to offer consumers an in-home dining experience. The updated packaging, created by design...

Branding: RFU rolls out 100 year logo.(Rugby Football Union)(Brief article)
March 25, 2009... The Rugby Football Union (RFU) has commissioned a commemorative logo to mark the 100th anniversary of the sport at Twickenham. The logo, created by sports design specialist Whitestone International, features a gold version of the RFU...

Branding: Young's adds breaded line.(Youngs Bluecrest Seafood Ltd.)(Brief article)
March 25, 2009... Seafood brand Young's is extending its range with a line of frozen breaded fish fillets. The Naturally Delicious Fish line comes in three varieties: pink salmon, basa and hake. The products are presented in 'sleeve' packaging, which...

Branding: Brand in the news - Barclays.(Brief article)
March 25, 2009... After much hoo-ha, Barclays has launched its new brand work. The campaign features safes and the strapline 'Take one small step to keeping track of your money.' The ad itself is delightfully non-descript, almost as if it came right out...

Branding brief: ProZone hires Thompson Brand Partners.(Brief article)
March 25, 2009... ProZone, the sports-performance analysis service, has hired branding agency Thompson Brand Partners to reposition the brand and help it expand into other European markets. Thompson will also redesign the ProZone website and create a marketing...

Branding brief: The Bentall Centre appoints Caulder Moore.(Brief article)
March 25, 2009... The Bentall Centre, a retail centre in Kingston upon Thames, Surrey, has appointed design agency Caulder Moore to develop a fresh brand identity. The agency will also create a press and outdoor ad campaign to promote changes at the retail...

Branding brief: Iskra overhauls identity.(Brief article)
March 25, 2009... Iskra, a wind turbines manufacturer, has overhauled its identity and changed its name to Evance to help it target businesses and organisations with plans to use renewable energy. The identity was created by design agency Coley Porter Bell....

Branding brief: The Tea Box wins case.(case against Teekanne GmbH)(Brief article)
March 25, 2009... The Tea Box, a small tea house based in Richmond, Surrey, has won a case brought against it by German tea company Teekanne. Teekanne argued that The Tea Box's logo infringed its copyright, but the UK Intellectual Property Office dismissed the...

Promotion: Pure TV Brilliance from Cadbury's Dairy Milk - the Thinkboxes Winner for February 2009
March 25, 2009... Cadbury has clinched the February Thinkboxes award for its 'Eyebrows' ad, which features two schoolchildren performing an unusual eyebrow dance. The ad, which continues the theme established by the brand's 'Gorilla' and 'Trucks' ads, debuted...

Digital & Direct: Google chief hits out at 'nuts' idea.(Google UK Ltd's Matt Brittin)(Brief article)
March 25, 2009... Matt Brittin, Google's new director of UK operations, has criticised industry calls for improvements to online audience measurement to make the web more attractive to advertisers, insisting the 'outdated' BARB TV audience model is 'nuts'. ...

Digital & Direct: John Lewis in fashion push.(Brief article)
March 25, 2009... John Lewis has launched a direct mail campaign featuring model Karen Elson to promote its Spring fashion range. The campaign, created by Kitcatt Nohr Alexander Shaw, rolls out from Friday. The work aims to attract customers to its stores...

Digital & Direct: 3 in mobile ad format trials.(Yell Group PLC)(advertising)(Brief article)
March 25, 2009... Brands are trialling pre-loaded advertiser icons on mobile phones on the 3 UK network as the operator expands into fresh ad formats. Yell.com is promoting its mobile site and a download application for its directory with an icon loaded...

Digital & Direct: Direct choice - Renault Megane.(Regie Nationale des Usines Renault)(Brief article)
March 25, 2009... Here's something to test the eyesight of an old man like me: a delightful corporate fleet mailing for the Renault Megane. When you open the box the first thing you encounter is a magnifying viewer placed over a brochure, with what seems...

Digital & Direct brief: WRAP launches press and radio campaign.(Waste and Resources Action Programme)(Brief article)
March 25, 2009... WRAP (Waste & Resources Action Programme), an organisation that helps individuals, businesses and local authorities to reduce waste and recycle more, has launched a press and radio campaign urging people to recycle small electrical items. The...

Digital & Direct brief: Bighmouthmedia research results.(Brief article)
March 25, 2009... First Group, Standard Life and Somerfield are among brands losing out on online affiliate revenues worth more than pounds 370m, according to research by search agency Bigmouthmedia. In an analysis of the FTSE 100 brands' digital marketing, it...

Digital & Direct brief: Sony Ericsson launching campaign.
March 25, 2009... Sony Ericsson is launching a 'Smile Hunter' campaign to drive awareness of its Cyber-shot Smile Shutter technology. An integrated ad campaign and viral teaser will drive people to a dedicated web page. -------------------- Did you...

Digital & Direct brief: Sky launching online reminder service.(British Sky Broadcasting Group PLC)(Brief article)
March 25, 2009... Sky is launching an online reminder service, called Never Miss, which scans TV listings to alert viewers when their favourite films and series are scheduled. Sky will use the service to capture email data and information about users' viewing...

Digital & Direct brief: Maria Grachvogel appoints Design UK.(Brief article)
March 25, 2009... Maria Grachvogel, a luxury fashion brand, has appointed Design UK to relaunch its website in May and overhaul its digital brand strategy to bring its collections to a wider audience. -------------------- Did you find this article...

Andrew Walmsley on Digital: Through the Looking-Glass
March 25, 2009... By following the herd, marketers have transferred offline's obsession with youth onto the internet. The table was a large one, but the three were all crowded together at one corner of it: 'No room! No room!' they cried out when they saw Alice...

News Analysis: Down and Out?
March 25, 2009... The brewers of White Lightning and Special Brew have given up on marketing. No self-respecting marketer would confess a desire to succeed in the battle for underage and homeless drinkers. Yet the likes of Carlsberg Special Brew and Scottish...

News Analysis: Can Retailers Still Bogof?
March 25, 2009... The recession and new laws could spell the end for buy one, get one free offers. One of the supermarkets' most persuasive and controversial price promotions - the buy one, get one free offer (bogof) - is losing its appeal as the grocery...

Media Analysis: A Closer Relationship
March 25, 2009... Media owners and advertisers are cutting out agencies and working together. A significant change is taking place within the relationships advertisers have with media owners - so says media veteran and former media auditor John Billett, chief...

Mark Kleinman on Marketing and the City: The F1 Formula Is Failing
March 25, 2009... The global sport is losing sponsors of all shapes and sizes, despite its many attractive attributes. Of all the images that encapsulate the hubris of Sir Fred Goodwin's tenure at the helm of Royal Bank of Scotland (RBS), the sight of him...

Brand Health Check: Bottled Water
March 25, 2009... Environmental concerns, soggy summers and tap water have hit the sector hard. Bottled-water companies will be praying to the gods for a hot, humid summer this year, which might help ease their current malaise. The high rainfall levels of...

Mark Ritson on Branding: Wal-Mart's Great Value Leap
March 25, 2009... The US retailer has overhauled its popular own-label offer as consumers seek more for their dollar. So, do you fancy yourself as an expert on branding? You should have no problem with the following question, then. What's the biggest FMCG...

Recall: Adwatch 25.03.09.
March 25, 2009... Marketing's unique weekly analysis of advertisement recall in association with tns. Q Which of the following TV commercials do you remember seeing recently? 18.03 Brand Agency/TV buyer % ...

Recall: Adwatch 25.03.09 - iPhone
March 25, 2009... This unassuming ad is a clever antidote to the overblown, big brand experiences of the past. The big game in mobiles is now apps (that's applications to you and me) and Apple has yet again positioned itself at the forefront of this game. I...

Profile: The Life of the Party
March 25, 2009... Anna-Maren Ashford, the Tories' head of brand communications, has played a key role in the party's comeback. Interview by Gemma Charles. When David Cameron became leader of the Conservative Party in 2005, he was immediately accused of being a...

Opinion: The Marketing Society Forum - Would Consolidation in the Regional Press Be Good for Advertisers?
March 25, 2009... As local newspapers struggle with falling distribution and ad revenues, the titles that survive are expected to end up in the hands of fewer owners. Can this process deliver benefits for marketers? MAYBE - TOM HINGS, DIRECTOR OF BRAND...

Editor's Comment: The Top 100's Ups and Downs
March 25, 2009... Our annual survey of the UK's biggest advertisers presents some big surprises. Yes, we expected the Nielsen data to show that many brands reduced spend last year; what we had not appreciated was the extent of these cutbacks. It is also...

The UK's Biggest Advertisers: Top 100 Advertisers
March 25, 2009... The downturn in the economy has, inevitably, led many brands to slash their media spend, but some are taking the opportunity to drive up their adspend, writes David Benady. In a market where advertising bodies are berating brands that will...

Sector Insight: Deodorants and Body Sprays - Staying Cool in the Downturn
March 25, 2009... Deodorants usually weather recessions very well, but market saturation means there's little room for substantial growth in the sector. Compared with many other Europeans, the Brits are a relatively clean, sweet-smelling bunch with deodorant...

Marketing Digital Report: A Careful Choice of Words
March 25, 2009... Experts claim search marketing is a recession-busting way to get brands noticed, but only a fraction of budgets are devoted to the medium. Suzy Bashford examines whether the downturn will be a tipping point. Pitches are coming thick and fast...

Marketing Digital Report: Moving Pictures Bring Search to Life
March 25, 2009... The growth of online video has led search engines to move to integrate rich media into their offerings. Adam Woods asks digital experts how brands can benefit from this evolution. Online video is far from new, but when YouTube and Yahoo! both...

Helpline
March 25, 2009... Joe Thomas takes the hassle out of finding the right product or service - you ask the question, he'll provide the answer. PERFECT PROFILE Q: As a web-based retailer we want to raise our profile online. Do you know of anyone who could help...

Careers: What It's Really like Inside - Comparethemarket.Com
March 25, 2009... The 'Comparethemeerkat' activity has worked well to differentiate the brand. How do you come up with new marketing ideas? It's a collaborative process. On this campaign we knew what the creative needed to achieve; VCCP, our agency, came up...

Careers: Brand Manager of the Week - Laura Bryant, Brand Manager, Kellogg's Optivita
March 25, 2009... - Describe yourself in three words. Creative, tenacious, fun. - How would you define marketing? Identifying, anticipating and satisfying consumer needs in a way that is relevant to them. - What would you be if you weren't a brand...

Careers: Me & My Mentor - Clare Baker, Head of marketing, Absolute Radio.(Media Circus)(Interview)(Brief article)
March 25, 2009... My mentor is the managing director of Media Circus, Linda Ewing. I have worked with her over five years on several different projects, including the station's 'Big Star' promotion and the A1GP Regent Street event. Linda has taught me the...

Marketing Mole: Who Does Google Think You Are? - Paul Aikens, Marketing Director, Mars Food
March 25, 2009... - The first result is an interview with Aikens on the launch of Asian ready-meal brand PurAsia last year. The second links to a forum of comments reacting to the interview and discussing the range. - The next listings do not refer to Mars'...

Marketing Mole: We'll Call You - PizzaExpress
March 25, 2009... It's a little-known fact, but Moles love pizza. We don't want to give ours up, yet we're watching our weight. Can PizzaExpress' latest additions help us do both? PizzaExpress Good morning, PizzaExpress. Mktg Hi, I was looking to speak to...

Marketing Mole: Name that brand.(Procter and Gamble Co.)(Brief article)
March 25, 2009... This Procter & Gamble-owned brand arrived on the UK's supermarket shelves in 1968, when it was the first in its sector to include enzymes to improve its performance. In recent years it has rolled out variants intended for use at lower...

NI installs Vanneck as Customer Direct chief.(News International )(Katie Vanneck has been appointed)(Brief article)
March 18, 2009... Former Times and Sunday Times sales and marketing director Katie Vanneck has been handed the new role of managing director, Customer Direct, at News International (NI). Vanneck will report directly to James Murdoch, chairman and chief...

S&N to lower cider's alcohol.(Brief article)
March 18, 2009... White Lightning, the controversial strong white cider brand, is relaunching with a lower alcohol content to encourage responsible drinking. The brand, which is owned by Scottish & Newcastle (S&N), is among a group of brands in the...

Google 'tracker ads' attract scepticism.(Brief article)
March 18, 2009... Google's nascent 'interest-based advertising' trials have drawn cautious responses from digital marketers, despite the search company's efforts to alleviate concerns over user privacy and value for money. Google has launched trials of...

Soft-Drink Sector Hit by Faltering Sales in 2008
March 18, 2009... Soft-drink sales hit a plateau in 2008 as a combination of bad weather and a decline in consumer spending took its toll on the sector. Total sales were down to pounds 8.4bn across all channels, a fall of 1% in value, according to the Britvic...

Lloyds group in team changes.(Catherine Kehoe has been appointed)(Steven Griffiths has been appointed)(Brief article)
March 18, 2009... Lloyds Banking Group (LBG) has formed a new marketing team to look after the portfolio of brands resulting from the merger between Lloyds TSB and HBOS. Catherine Kehoe has been promoted from brand communications director to head of brand...

O2 eyes wider family market.(Brief article)
March 18, 2009... O2 is set to broaden its marketing focus to target families. The mobile operator has sought to align its brand with youth audiences in recent years through a series of sports and media initiatives. However, it now plans to launch a...

Abbey to roll out customer magazine.(Brief article)
March 18, 2009... Abbey is launching the first customer magazine for its Home Insurance brand as it looks to take a more light-hearted approach to finance. The magazine, entitled Life & Stuff, will be published quarterly. It will be mailed directly to...

Foster's to Embark on 'Game On' Promotion
March 18, 2009... Scottish & Newcastle (S&N) is to roll out its biggest promotional drive to date for its Foster's lager brand. The 'Game On' campaign, which will cover the on-trade and off-trade, links the beer to a range of gaming activities. It will...

Marketing to back triathlon.(Brief article)
March 18, 2009... Marketing is to partner the inaugural Marketing Industry Triathlon. The event, an industry first, has been organised in conjunction with The Contact Group, Human Race and the MCCA, and will take place at Dorney Lake, Eton, Windsor on 10...

Homebase in makeover ads.(housing )(Brief article)
March 18, 2009... Homebase is aiming to capitalise on the slowdown in the housing market with a series of ads focusing on how consumers can make the most of their existing homes. The TV campaign, which breaks tomorrow (Thursday), aims to show that any...

The Week in Marketing
March 18, 2009... - Barclays' fresh look. Barclays has rolled out its latest marketing strategy. The campaign, which broke last week and is the bank's first TV advertising for 18 months, is intended to position Barclays as helping its customers manage their...

Media: NatMag to debut title downloads.(National Magazine Company )(Brief article)
March 18, 2009... The National Magazine Company (NatMag) is making its consumer titles available to download in digital form, having signed a deal with John Menzies Digital. The publisher follows fellow media companies Bauer, IPC Media and Hachette...

Media: Global continues national roll-out for Heart.(Brief article)
March 18, 2009... Global Radio is rolling out the second phase of its national marketing strategy for its Heart radio brand. Heart became available to nine areas beyond its original three regions in January. It will become available in a further 12 for the...

Media: Fitness TV in brand tie-ups.(fitness advice)(Brief article)
March 18, 2009... Fitness TV has signed up several brand partners to promote its July launch on Sky. The TV channel has secured a promotional deal with Marriott Hotels and Green's Health and Fitness centres to give the 150,000 people on their mailing...

Media Road Test: Blighty.(UKTV Interactive Ltd.'s advertising its services)(Brief article)
March 18, 2009... - What's new? UKTV seems to have spent a lot of time, money and energy repackaging its stations in recent months. Blighty, which was previously known as UKTV People, is being billed as the documentary channel for viewers who love all...

Media brief: HMV hires Andy Duncan as non-executive director.(Brief article)
March 18, 2009... HMV has hired Channel 4 chief executive Andy Duncan as a non-executive director. The opening on the board arose because senior independent director, Roy Brown, has stepped down. Lesley Knox will take his role as well as acting as chairman of...

Media brief: LoveFilm signs partnership with Absolute Radio.(Brief article)
March 18, 2009... LoveFilm has signed a three-month partnership with Absolute Radio to run both on-air and online. DJs will promote the online entertainment rental service while talking about films and DVDs. A dedicated microsite will also be launched. ...

Media brief: Sci Fi channel to be sponsored by movie.(E1 Entertainment UK)(Brief article)
March 18, 2009... The Sci Fi channel is to be sponsored by E1 Entertainment UK's forthcoming sci-fi/action film Knowing, which stars Nicolas Cage. The movie will be promoted across 14 nights of programming under the deal, which has been brokered by Sky Media. ...

Media brief: Virgin Atlantic ties up with Conde Nast.(Brief article)
March 18, 2009... Virgin Atlantic has tied up with publisher Conde Nast to promote its 'Hot List' of the world's best hotels. The creative for the annual feature has been designed to complement the airline's 'Red Hot' ad campaign. The activity coincides with...

Media brief: BBC and ITV to share regional news resources.(Brief article)
March 18, 2009... The BBC and ITV have revealed plans to share their regional news resources. The deal is expected to save ITV up to pounds 7m a year. The ailing broadcaster has signed a Memorandum of Understanding with the BBC that could help to deliver cost...

Branding: Top hotels urged to alter strategy.(Brief article)
March 18, 2009... Luxury hotel chains must adapt their brand strategy if they are to attract cost-conscious travellers, according to leading branding experts. Speaking ahead of the launch of its premium boutique hotel brand, Denizen, Hilton chief...

Branding: Lee Cooper in band activity.(Brief article)
March 18, 2009... Denim brand Lee Cooper is collaborating with up-and-coming British band Kish Mauve for the launch of its RDLC range, as it aims to emphasise its rock'n'roll heritage. Kish Mauve will star in Lee Cooper's print and online campaign and the...

Branding: Payroll giving renews image.(Charities Aid Foundation)(Brief article)
March 18, 2009... The Charities Aid Foundation (CAF) has overhauled the identity of its payroll fundraising scheme, 'Give As You Earn', making it easier for companies to promote. The scheme, which is used by more than 3500 companies in the UK, enables...