Marketing articles from March 2012

Marketing archives from March 2012

Hovis
March 28, 2012... The bread brand has struggled to generate growth amid a fierce price war, writes John Reynolds. Hovis has endured a difficult time of late amid a fierce price war across the bread category, which has led some to speculate that its owner,...

Guru
March 28, 2012... The heyday of the meaningless survey is over, writes Will Harris, so it's time for marketers to convince their chief executives that there are more meaningful ways for brands to gain publicity. Q: Havas' Meaningful Brands Index was released...

The Marketing Society Forum: Is It Risky for Brands to Get Involved in Politics?
March 28, 2012... Ben & Jerry's has renamed one of its ice cream lines in support of marriage equality legislation. NO - TIM DUFFY CHAIRMAN, M&C (UK) SAATCHI GROUP Ben & Jerry's has always had a social conscience; it has long campaigned on...

Shift
March 28, 2012... Information obesity is a huge challenge for consumers and marketers alike. Nicola Clark asks whether brands are over-dependent on email. Sir Martin Sorrell, the chief executive of WPP, oversees operations in more than 100 countries and a...

G.M.O.O.T.(LG and Prada)
March 28, 2012... Pronunciation: /'Gmu:t/ Acronym: Get me one of those LG Prada 3.0 Suffering from iPhone fatigue, but concerned that rivals lack that stylish appeal? Look no further than the Prada 3.0. This is the third collaboration between LG and Prada....

The Marketing Interview: Pierre Perron
March 28, 2012... Sony Mobile's president, North Western Europe, is putting speed and focus at the heart of the brand's return to the market, writes Matt Chapman. On the wrist of the impeccably dressed Pierre Perron, president of the North Western Europe...

Beauty Retail
March 28, 2012... While the sector benefits from having many necessary staples, consumers have reined in spending as shrinking shopping budgets have left little room for beauty treats, writes Jane Bainbridge. MAIN PLAYERS ELIZABETH FAGAN - Marketing...

Tech
March 28, 2012... The idea of making boring data fun may appeal to brands, but it is flawed. John V Willshere argues that capturing the data in something people already love is the best way to create an effective social object. We are becoming more and more...

Marketing Promotion: Which metrics tell me whether my digital marketing is working?(Brief article)
March 28, 2012... What does your website bounce rate tell you? Is there a relationship between impression share and market share? What do these numbers mean for your business? Marketers have never had more numbers to look at. Yet they still have a reputation...

Mitchell on Marketing: Face It, Your Cons Umers Hate You
March 28, 2012... Research suggests that the image of marketing is in dire need of a makeover as consumers have fallen out of love with advertising en masse Alan Mitchell asks how the sector can demonstrate its value to society. Take a look at this recent...

Direct/sales Promotion Leagues: DM Joins Land Grab for the Business of Social
March 28, 2012... As social networks provide a rich new source of contextual customer data, direct agencies are having to adapt further to make effective use of the increasing quantity of information, writes Kim Benjamin. Consumer control of their...

Brand Barometer
March 28, 2012... It's widely believed that engagement is the best measure of social-media success. However, at ISBA's annual conference last week, Philip Gladman, the senior Diageo marketer, argued that unless a brand has a 1m-strong social community, it should...

Adwatch: Boots
March 28, 2012... Marketing's unique weekly analysis of advertisement recall in association with tns. The brand's latest ad is likeable but also a tad formulaic and predictable. It's five years since Boots gave us a masterclass in retail marketing with its...

Opinion
March 28, 2012... Tesco may find some inspiration to cope with troubled times from an unlikely source - Starbucks. Underperforming stores, a value deal that didn't work, a tumbling share price and a new chief with a big task on his hands: it could be Tesco,...

Sailor Jerry
March 28, 2012... The rum-to-skateboards brand has brought the designs of a legendary tattoo artist to a global audience. Behind the dancing hula girl on a bottle of Sailor Jerry spiced rum lie the colourful lives of a famed tattoo artist and an adland...

Editor's Comment: Welcome - Face it - size still matters on Facebook.(Editorial)(Brief article)
March 28, 2012... Just when we thought the 'size matters' debate surrounding brands' social-media fanbases was dead and buried with a stake through its heart, the argument has resurfaced. Such is the success of the 'engagement, not size' lobby that it takes a...

Cover Story: In-house.
March 28, 2012... 'Our cover story focuses on a big scoop: an interview with Pierre Perron, president of the North Western Europe region at Sony Mobile, and the man in charge of the brand's highly anticipated launch,' says Carl Golsby, art editor, Marketing. ...

Jobs at Risk as P&G Hires Olympics Hub
March 28, 2012... Company will use Vinopolis wine attraction to host Games marketing activity. Procter & Gamble is to take over London's Vinopolis venue as the centre for its Olympic sponsorship marketing activity, as the wine-tasting attraction's 30 tour...

Westfield plans 'I was there' Games drive.(Brief article)
March 28, 2012... The Westfield Group will launch an outdoor and digital campaign with the strapline 'I was there' to support its tier-three sponsorship of the London 2012 Games. The company, which owns shopping centres in London's Shepherd's Bush and near the...

Social ROI issue solved, claims P&G chief.
March 28, 2012... Procter & Gamble has 'cracked' how to calculate the return on social media, its chief marketer has claimed, but still does not agree that brands should reorganise their departments around social platforms. Marc Pritchard, global marketing...

Breaking.(lastminute.com does marketing)(Disney Channel launches marketing promotions)(EasyJet does marketing campaign)(Brief article)
March 28, 2012... The government has confirmed that the COI, which officially closes on Friday (30 March), will be replaced by a 70-strong team in the Cabinet Office. The Government Communications Centre, led by Jenny Grey, the executive director of government...

BHF targets football supporters.(British Heart Foundation)(Brief article)
March 28, 2012... The British Heart Foundation (BHF) has launched a tactical campaign, running ads on digital hoardings at the FA Cup rematch between Tottenham Hotspur and Bolton Wanderers on Tuesday (27 March), following the collapse of Bolton midfielder Fabrice...

Virgin Group appoints Tipple.(James Tipple)(Brief article)
March 28, 2012... Virgin Group has hired James Tipple, former vice-president of marketing for Yahoo! EMEA, to the new role of brand director for Europe. Tipple, who joined Virgin Group last month, left Yahoo! at the start of the year following a major...

Microsoft Rolls out IE9 'Beautiful Web' Activity
March 28, 2012... Microsoft is embarking on its most significant marketing push to date for its Internet Explorer browser, amid growing competition from Google's Chrome and Mozilla's Firefox. It is launching two separate campaigns to promote the latest version...

This Week
March 28, 2012... Marketing's comprehensive digest of the most significant industry news from the past seven days. - Budget boost for creative industries Marketers will have taken a keen interest in measures announced in last week's Budget to support the...

ISBA Dominated by Digital
March 28, 2012... The advertiser body's annual conference reflected the increasing importance of online, with the debate on social-media ROI topping the agenda, writes Gemma Charles. This year's ISBA conference shone a light on an industry getting down to the...

Profile Builder: Who Google Thinks You Are ... David Wheldon, Head of Brand, Reputation and Citizenship, Barclays Group
March 28, 2012... - The first link is to a piece about Wheldon's recent appointment to Barclays. Results two and three refer to the same story in Marketing and Marketing Week. - The fourth pushes to Wheldon's LinkedIn profile. Verdict - This profile is...

My Secret Work Weapon: Variety is the key when it comes to your armoury.(Viewpoint essay)(Brief article)
March 28, 2012... The secret is that I have more than one secret weapon. I could talk about building a team of the best talent you possibly can around you, or the importance of being the best leader you can, because, if people are clear in their objectives and...

Most Viewed Job.
March 28, 2012... Views: 238 Week: 13-19 March Title: Brand manager Recruiter: Nicky Clarke Did you find this article useful? Why not subscribe to the magazine? Please call 08451 55 73 55 for more information or visit www.haysubs.com

Brand Manager of the Week: Lee Willett, Brand Manager, Wall's
March 28, 2012... - Describe yourself in three words. Passionate, funny and driven. - What would you be if you weren't a brand manager? Probably in sales, negotiating prices through gritted teeth. - What advice would you give someone starting their...

And Finally: We'll Call You - Apple
March 28, 2012... Mole is torn between wanting to get his velvety paws on the latest iPad, and not supporting a brand beset by accusations about grim factory conditions. Apple Thank you for calling Apple, this is (gives name). How can I help you today? Mktg...

Opinion
March 21, 2012... Brand equity can thrive or suffer on the basis of an association with a brand partner, as Cadbury's relationships demonstrate. There are two places where you might encounter the Cadbury chocolate brand, aside from the normal confectionery...

Guru
March 21, 2012... When undertaking a review of their marketing department, marketers new to a company need to enlist their chief executive, HR, customer service and agencies for perspective, writes Mhairi McEwan. Q: I've just started as head of marketing in a...

Opinion: The Marketing Society Forum - Are Sales People Likely to Trump Marketers for the Top Job?
March 21, 2012... The appointment of Alex Gorsky, who started as a sales rep, as Johnson & Johnson's new chief executive has raised the issue of whether marketers are well-placed to land such roles. NO - HUGH BAILLIE CHIEF EXECUTIVE, OGILVY & MATHER ...

Liqueurs
March 21, 2012... While the sector benefits from increased in-home drinking, consumers' perception of liqueurs as primarily a sweet, after-dinner drink appears to be restricting sales growth, writes Jane Bainbridge. MAIN PLAYERS ANDY FENNELL - Chief...

Shift
March 21, 2012... Just three days after its release, more than 70m people had viewed or seen parts of the Kony 2012 video, so what does this new breed of activism mean for brands, asks Nicola Clark. Can a viral video change the world? The charity Invisible...

G.M.O.O.T.
March 21, 2012... Pronunciation: /'Gmu:t/ Acronym: Get me one of those Despite the political motivations and criticism of the campaign, the level of attention that Invisible Children's Kony 2012 viral video has brought to bear on Joseph Kony is phenomenal....

Tech
March 21, 2012... The proliferation of Nike FuelBands at the recent SXSW festival is an indication that the brand is once again leading the way on innovation. John V Willshere outlines the strategy behind the product. For the past few days, I've enjoyed seeing...

Marketing promotion: Why do mobile sites matter?(Brief article)
March 21, 2012... In the UK, 93% of consumers use their mobile devices to access the web on a daily basis, whether for searching, shopping, engaging across social platforms, accessing content or playing games. Already, 22% of UK smartphone owners admit that...

Benefit
March 21, 2012... The US cosmetics brand's fun image and packaging have helped it succeed since making its UK debut. Benefit Cosmetics has gained a cult-like status based on star products and a fun, cheeky and carefree image. In a market worth an estimated...

Tesco
March 21, 2012... The retailer still dominates, but is not immune to shifts in consumer interest, writes Rachel Barnes. We know that what goes up must come down. But for Tesco, this phrase seems particularly apt, with the shock news last week that UK boss...

The Naming Game
March 21, 2012... Brands such as Coca-Cola are eyeing post-Olympics venue naming rights, writes John Reynolds. As organisers unveil the grand stadiums of London's Olympic Park to the world, it is not just sports-lovers and the media taking note. Coca-Cola has...

Brand-Building Comes Home
March 21, 2012... Furniture retail and DIY brands are adopting a more emotive form of advertising, writes Alex Brownsell. With the shops full of Easter eggs and the trees of Britain starting to blossom, can the peak season of home improvement be far behind? If...

Brand Barometer
March 21, 2012... The buzz around Kony 2012, by not-for-profit group Invisible Children, which has clocked up 100m views, demonstrates the power of a compelling narrative. I doubt all viewers sat through the full 30-minute film, but this is of little...

Adwatch: Marketing's Unique Weekly Analysis of Advertisement Recall in Association with Tns
March 21, 2012... CADBURY CREME EGG The seasonal confectionery brand is being consistent and fun with its Olympics theme TOBY TALBOT - EXECUTIVE CREATIVE DIRECTOR, RKCR/Y&R I don't 'run myself ugly' every morning (I figure I'm ugly enough already)....

Consumers, Confusion, Value and Treats
March 21, 2012... With shoppers trading up in some FMCG categories and down in others, mid-market is a tough place to be. Big brand owners' surprising response is to innovate at the premium end, writes Nick Hughes. One of the defining trends of the...

Special Report: Insight - the World's Biggest Focus Group
March 21, 2012... Brands are struggling to make sense of the babble they are picking up from social-media networks as they seek to turn what they learn from online conversations into useful insights, writes David Benady. Online tools for monitoring social...

Profile Builder: Who Google Thinks You Are ... Helen Normoyle, Incoming Chief Marketing Officer, DFS
March 21, 2012... - The first link is to Normoyle's BBC profile page, for her current role as its director of marketing and audiences. - The next is to research-live.com about her appointment to DFS. - The third pushes to a profile piece on the same site....

My Secret Work Weapon.
March 21, 2012... In-depth reading provides knowledge and inspiration I rely on my gut instinct much more than my head, so I am not inclined to put structure into my work process. My life is full of inspiration and that's what keeps things fresh. So, if I...

Most Viewed Job: Marketing and comms manager.(Brief article)
March 21, 2012... Views: 254 Week: 5-12 Mar Recruiter: The O2 -------------------- Did you find this article useful? Why not subscribe to the magazine? Please call 08451 55 73 55 for more information or visit www.haysubs.com

Brand Manager of the Week: Lisa Harrison, VMS Brand Manager, PharmaCare Europe
March 21, 2012... - Describe yourself in three words. Seriously fun achiever. - What would you be if you weren't a brand manager? Running a Champagne bar somewhere very, very hot. - What advice would you give someone starting their marketing career...

And Finally: We'll Call You - EDF Energy
March 21, 2012... The company faces a pounds 3.5m bill for breaching its marketing licence. Mole wanted to know whether our dear old ma would be among the customers to benefit. EDF: Hello, how can I help you? Mktg: Hello. I have concerns about the running...

Editor's comment: Welcome - Sony Mobile launch adopts Bravia ethos.(Editorial)(Brief article)
March 21, 2012... Try as I might, it's a struggle to recall any marketing from the 10-year Sony Ericsson era. Compare that with the creative and commercial triumph of the Sony Bravia 'Paint,' 'Balls' and 'Play-doh' ads. Now that Sony's absorption of Ericsson's...

Cover story: Engine.(Brief article)
March 21, 2012... It's tough in the middle. During the downturn, consumers have been putting economy brands in their shopping trolleys, as their wallets have got thinner. Yet, at the same time, they've been treating themselves by buying premium brands. This has...

Biggest Brands Fuel Hike in Mobile Spend
March 21, 2012... Figures from IAB and PwC show 157% surge in UK adspend on mobile media. Big-spending brands in the FMCG and retail sectors have significantly boosted mobile adspend as they look to reach the growing number of consumers using mobile devices to...

Revlon to run 'storytelling' ad campaign.(Brief article)
March 21, 2012... Revlon will unveil a fresh UK ad strategy next month, bringing together marketing for its products into a single campaign for the first time. The ads, which feature its Hollywood-actress brand ambassadors Olivia Wilde and Emma Stone, mark a...

NSPCC names marketing chief.(National Society for the Prevention of Cruelty to Children appoints Mike Parker)(Brief article)
March 21, 2012... Children's charity the NSPCC has hired ex-Channel 4 sales strategist Mike Parker as marketing director to lead its consumer-facing brand activity. Parker, who takes up his role this week, replaces Paul Amadi, who left to become director of...

Quorn flags up ready meal packs.(Brief article)
March 21, 2012... Quorn is to move the focus of its marketing activity to a new food packaging format, which the meat-free food brand claims will improve the shelf-life and the quality of its ready meals. The brand will roll out a campaign in the summer to...

Consumers voice tech fatigue.(Brief article)
March 21, 2012... British consumers are suffering from fatigue when it comes to technology brands such as Apple and Facebook, despite the phenomenal hype surrounding the launch of products like the latest iPad. According to exclusive research conducted by...

Sony Mobile launches brand via content blitz.(Brief article)
March 21, 2012... Sony Mobile will focus on its content offering to differentiate itself, as the new brand launches alongside its Xperia handset range. A global TV ad will break this Saturday, 24 March, with the aim of raising awareness of Sony as a standalone...

Breaking.(brief)(Brief article)
March 21, 2012... Asda has appointed Walmart's China marketing boss, Stephen Smith, as its new chief marketing officer. Smith replaces longstanding Asda marketer Rick Bendel, who will now focus solely on Walmart's global business. ITV, Facebook and Twitter are...

This Week
March 21, 2012... Marketing's comprehensive digest of the most significant industry news from the past seven days. - P&G outlines digital shift Procter & Gamble has set out the need to make 'fundamental shifts' in its approach to marketing and move...

The Marketing Interview: Julia Goldin
March 21, 2012... Revlon's global chief marketing officer says that a clear global marketing vision is behind the brand's improved performance, writes Rachel Barnes. The lipstick effect has become a defining cliche of the fallout from the recession. From...

Food Retail
March 14, 2012... Consumers are continuing to cut back in the aftermath of the recession as each of the big four supermarkets adopts a marketing strategy of providing low-cost, quality goods. MAIN PLAYERS David Wood, Marketing director, Tesco Wood has...

Brand Barometer
March 14, 2012... A fair few companies have sprung up offering brands the chance to buy fans or followers for social platforms. I'm surprised there is a market for this given that using 'likes' and followers as a measure of success is viewed with caution....

Adwatch
March 14, 2012... Marketing's unique weekly analysis of advertisement recall in association with tns. Britvic Ad attempts to spearhead community initiatives but ultimately lacks impact When I watch this Britvic ad, I can't quite work out whether it is...

Opinion
March 14, 2012... The success of an idea whereby two students 'sell' their faces to companies demonstrates some important branding lessons. Last week, the Ernst & Young logo was splashed proudly across the top half of a Sunday Times page - perfect media...

Guru
March 14, 2012... The idea that a company can cut marketing staff and use the money to run more campaigns is gaining traction, writes Will Harris, even though it should strike fear in the heart of any chief executive. Q. My chief executive has been reading...

The Marketing Society Forum: Should Brands Build Marketing Functions to Focus on Facebook?
March 14, 2012... Facebook has called on brands to reorganise their marketing around social media. NO - Mobbie Nazir Head of digital strategy, JWT There is no 'one size fits all' model. Brands need to cut through the hype to define the value that Facebook...

Shift
March 14, 2012... We may be living in the much-heralded 'age of mobile', but brands need to recognise that consumers have become cocooned in their own mobile worlds, writes Nicola Clark. As someone who suffers from a lack of any sense of direction, I have...

G.M.O.O.T.
March 14, 2012... Pronunciation: /'Gmu:t/. Acronym: Get me one of those Google's heads-up display smart glasses Anyone who has ever seen Terminator might have wished they could own a pair of glasses that would give them a similar view of the world to that...

Staedtler
March 14, 2012... The German brand has blazed a trail in the design of writing and drawing instruments for more than 170 years. Staedtler products are as at home on children's school desks as professionals' drawing boards. The range provides a sweet-shop-like...

Ultimo
March 14, 2012... The lingerie brand is looking to extend into new markets starting with skincare, writes Kim Benjamin. Ultimo, the designer lingerie range created by former model Michelle Mone, has been courting the press with racy images of its celebrity...

The Marketing Interview: Mariano Dima
March 14, 2012... Visa Europe's chief marketer wants its Olympics tie-up to do more than raise awareness: he hopes it will change our behaviour, too, writes Alex Brownsell. Mariano Dima's mind is not fully on the job the day Marketing meets him It may be less...

Transparently Green
March 14, 2012... While brands are becoming increasingly transparent about their environmental credentials, uncertainty remains as to whether 'green' is a selling point in a downturn, writes Elisabeth Jeffries. A funny coincidence occurred just as the global...

Marketing Special Report: Vouchers and Gift Cards - 10 Trends in Vouchers
March 14, 2012... In a world dominated by digital, consumers and employees expect to receive rewards from major brands quickly. Jamie Alexander examines just how companies are responding to this demand. In these days of instant gratification, consumers and...

A Marketing Promotion: Brands Face the Attribution Challenge
March 14, 2012... A fragmented digital space presents a valuable attribution challenge. Here, leading marketers discuss a fascinating and vital subject. Digital is heralded by marketers for its measurability, with last-click attribution at the heart of their...

Tech
March 14, 2012... The spread of in-car technology, particularly GPS-powered maps, offers an array of opportunities for brands. Eric Bader outlines some important considerations for marketers looking to capitalise. A highlight of the Mobile World Congress last...

Marketing promotion: Which brands are getting online content right?(Brief article)
March 14, 2012... People come to YouTube for one of three reasons: to be entertained, to be educated or to express themselves. Now consider this in the context of 3bn video views and 60 hours of content uploaded to the site daily. It's safe to say that the...

Editor's Comment: Welcome - Olympic sponsorship is a long-term game.(Editorial)(Brief article)
March 14, 2012... For the marketers staking their reputations on London 2012 Olympics sponsorships, there's little room for philanthropy. Just ask Mariano Dima, Visa Europe's marketing chief, as he reveals the aim behind its Olympics sponsorship: to change...

Cover Story: In-house.(Brief article)
March 14, 2012... 'For the cover image design, I wanted to keep the message as clear and uncomplicated as possible,' says Carl Golsby, art editor, Marketing. 'I went for a simple typographic style and symbolic judge's gavel to represent the courtroom aspect of...

Coca-Cola Eyes Olympic Velodrome Naming Rights
March 14, 2012... Authorities prepare to roll out post-Games branding opportunities push for Olympic Park venue. Coca-Cola is aiming to capitalise on its sponsorship of London 2012 by acquiring the post-Games naming rights to the Olympic Park velodrome. The...

Nissan switches ad focus to 'innovation'.
March 14, 2012... Nissan is moving away from its urban-themed ad campaigns with a fresh pan-European marketing strategy flagging up the car marque's innovation. It is introducing the strapline 'Nissan. Innovation that excites', which will debut in a campaign...

SXSW Interactive 2012 Special: Location and Shar Ing Rule at SXSW
March 14, 2012... More than 20,000 digital and agency creatives and brand marketers flocked to SXSW Interactive. Sarah Shearman reports from Austin, Texas. FIVE HOT TOPICS AT SXSW SXSW Interactive, an annual five-day 'pop-up' festival in Austin, Texas,...