Marketing articles from May 2011

Marketing archives from May 2011

Andrew Walmsley on Digital: Marketing's New Mindset
May 25, 2011... Brand marketers can now analyse campaigns in real time, but they need more than logic to succeed. Last week, my daughter introduced me to her friend. Five-year-old Lola had a remarkable habit. So keen and insistent was she to gain your...

Swiss Army Knife
May 25, 2011... The world's most famous knife remains a coveted item 125 years after it became standard issue. The brand Schweizer Offiziersmesser may not sound familiar, but its products, with a red handle displaying a white cross, are instantly...

Fifa
May 25, 2011... The football governing body's image is so tarnished that sponsorship could be hit. FIFA's decision to hand the 2018 and 2022 World Cups to Russia and Qatar was supposed to herald a new era in which football conquered new territories. Instead,...

Helen Edwards on Branding: How Banks Keep You in Line
May 25, 2011... Despite awful service, inertia stops people moving their accounts Is a change imminent however? Here's something to think about next time you're in the queue at the bank. What is the strongest force in consumer behaviour? You'll have plenty...

Opinion: The Marketing Society Forum - Is Sustainability in Danger of Becoming the Preserve of the Wealthy?
May 25, 2011... Selfridges' sustainable fishing drive, Project Ocean, shows the importance of thinking green but the debate now is whether average consumers can afford to factor the environment into their spending NO - DAVID BAINBRIDGE, CHIEF EXECUTIVE,...

Power 100: Nxt Gen
May 25, 2011... From the growth of social media to integrated campaigns, the up-and-coming young talent in the industry is grappling with big issues. Here we showcase the brightest and best of the next generation of marketers. LORNA BROWN, HEAD OF MARKETING,...

Fillers Up
May 25, 2011... The recent rise in sector sales reflects cash-strapped consumers' demand for interesting and affordable staples, writes Jane Bainbridge. Even the recession and rising prices have not diminished the British public's affection for pasta, rice...

The Essential Zeitgeist
May 25, 2011... Eight key lessons marketers could learn from Google's flagship conference. The two-day gig that is the Zeitgeist conference, held last week in Hertfordshire, tends to set the agenda in digital marketing for the next 12 months - or even 30...

Adwatch 25.05.11.
May 25, 2011... Marketing's unique weekly analysis of advertisement recall in association with tns. Q: Which of the following TV commercials do you remember seeing recently? 18.05 Brand Agency/TV buyer % 1 ...

Adwatch 25.05.11: Sky
May 25, 2011... The brand's latest TV ad is a first step toward adding more humanity and charm. I love Sky. I love it partly because I worked on the account for years and was paid decent money to love it. I mainly love it, though, because the product is...

Profile: Pushing for High Performance
May 25, 2011... James O'Shea, marketing director at Maxinutrition, is excited by GSK's backing of his brands' mainstream growth. Interview by John Reynolds. Many a great sportsman, once they have lost half a yard in pace or feel the chill of approaching...

The Blog Event
May 25, 2011... A growing number of brands are increasing their investment in ways of reaching out to relevant bloggers, and are placing face-to-face interaction at the heart of this strategy, writes Nicola Clark. The emergence of blogs as a vital media...

What It's Really like Inside: Microsoft Ciao
May 25, 2011... - How does the team come up with fresh ideas? We're a small team that's big on brainstorms, and we believe passionately in the power of several heads being better than one. Some of our most innovative ideas have come from lively discussions...

Brand Manager of the Week: Cara Laing, Brand Manager, Bowmore
May 25, 2011... - Describe yourself in three words. Ambitious, determined and loyal. - What would you be if you weren't a brand manager? I'm definitely a frustrated interior designer. - What advice would you give someone starting their marketing...

Marketing Mole: Who Does Google Think You Are? Shaun Springer, MasterCard UK & Ireland
May 25, 2011... Head of brand, sponsorship and digital, MasterCard UK & Ireland - The first link is to a story on a trade website. - The second is to a piece on dawbell.com about MasterCard's sponsorship of the BRIT Awards. - The third link takes...

Marketing Mole: We'll Call You - Pizza Hut
May 25, 2011... In a bid to raise its health credentials, Pizza Hut is offering free unlimited salads to customers. Mole rang to see whether there is such a thing as a free lunch. Pizza Hut: Good morning, Pizza Hut customer services, you're through to...

Johnson & Johnson to restructure operations.(Brief article)
May 25, 2011... Global healthcare company hands greater power to heads of local markets. Johnson & Johnson (J&J), the global healthcare manufacturer, is overhauling the structure of its consumer business to streamline the division and give more...

Starbucks in payment trial.(Barclaycard Services Ltd.)(Visa Europe Ltd.)(Brief article)
May 25, 2011... Starbucks is to follow rivals such as Costa Coffee and McDonald's by offering contactless payments in its UK stores. The coffee-shop chain has signed a deal with Barclaycard, in partnership with Visa Europe, allowing consumers to pay for...

Army to close recruitment 'showrooms'.(Brief article)
May 25, 2011... The Army is rethinking its controversial US-style experiential 'showrooms', which offer potential recruits the chance to learn more about military life. Two years ago it opened three pilot showrooms, in Hackney, Hounslow and Maidstone,...

Olympic Partners Face Online Marketing Blitz
May 25, 2011... Guerrilla tactics to hit official Games sponsors as experts warn of 'open season'. Olympic sponsors have been warned to brace themselves for a barrage of online guerrilla marketing ahead of the London 2012 Olympics. LOCOG has grappled with...

Lloyds seek marketer to aid assets sale.(Lloyds Banking Group PLC)(Brief article)
May 25, 2011... Lloyds Banking Group is seeking a senior marketer to oversee 'Verde', the newly created division that houses the assets it is being forced to sell off by European Union regulators. It is understood that the successful candidate will be given...

LG focuses on core message.(Brief article)
May 25, 2011... LG is rolling out an ad campaign for its Optimus Black smartphone this week that focuses on a brand message rather than the product itself. The outdoor, print and online campaign, by Publicis Modem, centres on animated images and taglines...

Bacardi set for strategy shift.
May 25, 2011... Bacardi is to review its global marketing strategy after the recent roll-out of its latest campaign 'Bacardi together'. The company has moved its ad account from WPP network Y&R to New York agency Johannes Leonardo. The latter will now...

Markeing not in print next week.
May 25, 2011... Due to the bank holiday on 30 May, Marketing will not appear in print next week. Look out for the next issue on 8 June. Meanwhile, you can continue to get news at marketingmagazine.co.uk. -------------------- Did you find this article...

Foster's Seeks Digital Consistency with Push
May 25, 2011... Foster's, the Heineken-owned lager brand, is looking to create an overarching digital strategy to bring greater consistency to its work. The brand has appointed digital agency Lean Mean Fighting Machine to handle its online strategy and...

Brands in the news: Thomson and First Choice.(TUI Travel PLC)(Brief article)
May 25, 2011... - What has happened? TUI Travel, the biggest travel operator in Europe and the owner of Thomson and First Choice, has effectively re-mortgaged its two primary brands to use as an asset against the company's alarming pounds 431m UK pension...

Jamie Oliver signs a partnership.(Brief article)
May 25, 2011... Jamie Oliver has signed a partnership with Restaurant City, the Playfish game. Over the next four weeks, branded recipes from the celebrity chef will be available in the game, which has nearly 6m players a month on Facebook. ...

Harrods launches an app.(Brief article)
May 25, 2011... Harrods has launched an app that helps shoppers navigate their way around the London department store. A history of the store, a 3D visualisation and an events calendar are included. -------------------- Did you find this article useful?...

MoS launches rewards initiative.(Brief article)
May 25, 2011... The Mail on Sunday is launching its biggest rewards initiative to date, offering its readers discounts at Tesco, PizzaExpress, John Lewis and other high-street regulars. -------------------- Did you find this article useful? Why not...

Unearthed expands its range.(Brief article)
May 25, 2011... Unearthed, the food brand, has expanded its range with the addition of six snack products. The brand, which supports the Action Against Hunger charity, is introducing variants including Hot Spicy Cooking Chorizo Sausages and Almond Stuffed...

John Frieda Primed to Host Live Digital Show
May 25, 2011... Haircare brand John Frieda is making its biggest investment in digital marketing to date with the launch of a live styling event that will be streamed online. The brand will host its first Live Haircare Academy on 27 May at 1pm The styling...

Marketer in the news: Nick Cross, New Look.(resignation)(Brief article)
May 25, 2011... - Why is he in the news? New Look's chief marketing officer Nick Cross has left the company after less than six months in the role. Cross is the latest in a long line of senior executives to exit New Look. The former Selfridges marketer,...

Manchester City introduces digital membership scheme.(Brief article)
May 25, 2011... Manchester City is introducing a digital membership scheme for season-ticket holders, which includes augmented reality content and the ability to collect points to bid on 'money can't buy experiences' on the club's auction site. ...

VisitEngland launches free iPhone app.(Brief article)
May 25, 2011... VisitEngland, the tourist board, has launched a free iPhone app to provide holiday and day-trip ideas to tourists. The 'Enjoy England' app allows users to search more than 1000 suggestions of places to visit. -------------------- Did you...

The Jockey Club names official partner.(Brief article)
May 25, 2011... The Jockey Club, the biggest commercial group in horse racing, has named Jaguar as its first official partner in its 261-year history Jaguar will be able to showcase its cars and provide VIP transport at the Aintree, Epsom Downs and Newmarket...

The Motor Insurers' Bureau runs ad campaign.(Brief article)
May 25, 2011... The Motor Insurers' Bureau is running an ad campaign to flag up changes to the law, meaning consumers can be prosecuted for owning an uninsured vehicle even if they do not drive it. -------------------- Did you find this article useful?...

TomTom ads to feature Cleese.(Brief article)
May 25, 2011... TomTom, the portable navigation device manufacturer, is redoubling its marketing efforts to promote its live traffic services, as it faces growing competition from smartphones. The global campaign, created by Pool Worldwide with media...

OlympicsTracker.
May 25, 2011... Marketing's regular OlympicsTracker column, in association with OnePoll, tests consumer attitudes to the London 2012 Olympics. This week, sentiment toward the Games remained hovering about halfway between the extremes of 'no interest' and...

The Week in Marketing
May 25, 2011... - Stella's epic ad break Stella Artois premiered its King of Cannes short film on Film4 last weekend during a 12-minute break, making it one of the longest in UK TV history. The short film is a 'biopic' of Jacques D'Azur, a character created...

The Game That Stops a Continent
May 25, 2011... Brands are rushing to cash in on Europe's 'Super Bowl moment' when the Champions League final kicks off at Wembley on Saturday, writes Alex Brownsell. This Saturday night's UEFA Champions League final has thrown together a contest that has UK...

Editor's Comment: Not Quite the Super Bowl
May 25, 2011... UK media agencies are salivating at the prospect of a forthcoming blockbuster event, the UEFA Champions League final at Wembley Stadium on Saturday - an event they hope will prove to be a 'Super Bowl moment' (see page 14). Indeed, the match...

Andrew Walmsley on Digital: What Is a Broadcaster?
May 18, 2011... In TV broadcasting, the power is shifting from channel brands to the digital platforms that host them. There is seemingly endless debate among government, regulators and the industry about the 'future of broadcasting'. Arguably, though,...

Power 100
May 18, 2011... Marketers' optimism may not yet have returned to pre-recession levels, but these industry movers and shakers are on our list due to a consistent approach to marketing creativity and effectiveness. Marketing's annual list of the industry's...

Special Report: Direct Mail - What Digital Marketers Can Learn from DM
May 18, 2011... In an age of information overload, digital marketers could learn a lot from the personalisation and value pursued by direct mailers, writes Kim Benjamin . Hardly a month goes by without some development in digital being hailed as the next big...

End of the Line?
May 18, 2011... Landline use is declining, but the operators are shoring up their position by offering bundled phone, web and TV services, reports Jane Bainbridge. Fixed-line telecoms operators have a big problem: many people these days make do with their...

When Push Comes to Nudge
May 18, 2011... A growing number of big brands and agencies are applying the principles of behavioural economics, or nudge theory, to great effect, writes Andrew McCormick. Behavioural economics (BE), also known as nudge theory, has been kicking around the...

Posting to the Web
May 18, 2011... Royal Mail wants to use technology to boost the effectiveness of direct mail, writes Alex Brownsell. In the oft-criticised world of paper-based direct marketing, genuine innovation has been hard to come by. With digital marketing spend in the...

Ikea: The Retail Brand Synonymous with Affordable Style Has Maintained Its Appeal by Sticking to Its Roots
May 18, 2011... Ikea has always attracted consumers looking for cheap but stylish furniture, providing 'affordable solutions for better living'. Such is the allure of the brand that a recent store opening in north London was treated as something of an event...

Adwatch 18.05.11.(Statistical table)
May 18, 2011... Marketing's unique weekly analysis of advertisement recall in association with tns. Q: Which of the following TV commercials do you remember seeing recently? 11.05 Brand Agency/TV buyer % 1 ...

Adwatch 18.05.11: Diet Coke
May 18, 2011... The brand's latest puppet-starring ad continues to push women's fashion buttons. Coca-Cola is very clear about its gender segmentation: Coke Zero for the chaps and Diet Coke for the girls. Coke Zero took a while to take off, but the black can...

Thorntons
May 18, 2011... The chocolatier blames the weather for declining profits, but the City is not fooled. Poor old Thorntons. Personifying that most British of character traits, it is always moaning about the weather, which tends to be either too hot or too...

Helen Edwards on Branding: Brands That Wear Well
May 18, 2011... AllSaints and Superdry have a balancing act on their hands as they look to expand internationally. Profusion of choice has allowed consumers to seize on brands as tools in the expression of self. If two products perform equally well from a...

Profile: Drinking It All In
May 18, 2011... Sarah Warby, marketing director at Heineken UK, is responsible for some of the drinks industry's biggest brands. Interview by Gemma Charles. Sarah Warby has arrived early at The Mitre, an upmarket pub in London's Holland Park, and is happily...

Opinion: The Marketing Society Forum
May 18, 2011... Is it sustainable to reward customers for interacting with ads online? Facebook is incentivising users to watch sponsored videos embedded in games and apps by paying them 'Credits', but the financial benefits - and other implications - for...

Editor's Comment: The Power Behind Marketing
May 18, 2011... Marketing is a people business, so much so that Marketing's Power 100 list provides a unique industry barometer of the world of brands. So what does this year's ranking tell us? 1. THE GLASS CEILING SHATTERS Although the fairer sex isn't...

What It's Really like Inside: Vue Entertainment
May 18, 2011... - How does the team come up with fresh marketing ideas? We are a highly collaborative team and never short of new ideas. - Describe the marketing team in three words. Hard-working, dynamic. - What is the main marketing challenge you...

Brand manager of the week: Simon Day, Brand manager, unearthed.(Interview)(Brief article)
May 18, 2011... - Describe yourself in three words. Positive. Quietly rebellious. - What would you be if you weren't a brand manager? I'd be running a little travel company. Somewhere obscure. - What advice would you give someone starting their...

Marketing Mole: Who Does Google Think You Are? Doug Bewsher - Chief Marketing Officer, Skype
May 18, 2011... - The first link is a post to the Skype blog. - The second leads to a story on the Skype website about Neal Goldman's appointment. - The third link is to a profile of Bewsher on the Skype website. The fourth is to his profile on Brand...

Marketing Mole: Little Black Book Members' Club - Pete Markey, Chief marketing officer, RSA.(Interview)(Brief article)
May 18, 2011... - What would it take to secure an hour of your time? An amazing sales pitch. - What issues relating to your brand keep you awake at night? Winning in one of Europe's most competitive markets. - If you were stranded on a desert...

Marketing Mole: We'll Call You - Groupon
May 18, 2011... Mole saw a great deal on Groupon, but is concerned that the site's ads might be misleading after reading that some of them have been banned by the ASA. Mktg: Hi, I have seen a few reports about some misleading ads on Groupon. How do I know...

Heineken plots return to innovation strategy.(Brief article)
May 18, 2011... Dutch brewer to bring back team axed three years ago at height of recession. Heineken UK plans to revive its innovation department, having axed the team at the height of the recession. The brewer is seeking a senior marketer to head an...

News International set to overhaul team.(Brief article)
May 18, 2011... News International (NI) is poised to restructure its 50-strong marketing department to allow greater collaboration across its newspaper brands. The proposals include the appointment of an overall day-to-day marketing director across The Sun,...

Donnelly tops Power 100.(Roisin Donnelly)(Procter and Gamble Ltd.)(Brief article)
May 18, 2011... Procter & Gamble's Roisin Donnelly has been named the most powerful marketer in Britain, topping Marketing's annual Power 100 ranking, sponsored by Engine. The corporate marketing director and head of marketing for P&G UK and Ireland...

More Th>n's Markey nets RSA Group job.(Pete Markey)(Brief article)
May 18, 2011... RSA has restructured its marketing division, promoting More Th>n lead marketer Pete Markey to a group-wide role. Markey, who has previously operated as marketing director for the RSA-owned direct insurance brand, will become chief...

Top marketers make shortlist.(Marketing Society)(Brief article)
May 18, 2011... The Marketer of the Year 2011 shortlist has been announced by The Marketing Society, in association with Marketing. The finalists are Neil Blakesley, vice-president of marketing at BT Global Services, Sally Cowdry, marketing director at O2,...

East Coast in major ad push.(Brief article)
May 18, 2011... Train operator East Coast is rolling out its biggest marketing campaign to date to promote a revised timetable and improved on-board service. The multimillion-pound drive, created by Abbott Mead Vickers BBDO with media planning by MPG, spans...

Cashback Sites Step Up Rivalry with TV Ad Work
May 18, 2011... TopCashBack and Quidco to launch major campaigns pushing their incentives. Two of the biggest cashback websites, which give consumers money back for shopping online, are gearing up for a marketing battle as they roll out their first TV...

PepsiCo Reshuffle Puts Gatorade Drive to Fore
May 18, 2011... PepsiCo has carried out a marketing reshuffle, shifting its Quaker Oats UK marketing director Hayley Stringfellow to the role of marketing director for Gatorade and sports nutrition UK and Ireland. Stringfellow moves from her role as...

Marketing mishap: Facebook vs Google.(Brief article)
May 18, 2011... - What's happened? Facebook has admitted that it was using Burson-Marsteller, the WPP-owned PR agency, to help plant negative stories about Google, urging the media to investigate claims around privacy issues. Burson-Marsteller supposedly...

Relentless releases cinema ad.(Coca-Cola Great Britain)(Brief article)
May 18, 2011... Relentless, the Coca-Cola owned energy drink, has released a cinema ad alongside exclusive web content to introduce the strapline 'No half measures'. It will also run outdoor and sampling activity to support its new sugar-free variant, Libertus....

Google takes aim at Microsoft.(Brief article)
May 18, 2011... Google has taken aim at Microsoft with its new Chromebook cloud-based notebook PCs. Manufactured by Acer and Samsung, they go on sale in the UK on 15 June, starting at pounds 349. -------------------- Did you find this article useful? Why...

VisitBritain seeks head of marketing.(Brief article)
May 18, 2011... VisitBritain, the tourism marketing body, is seeking a head of marketing, following a restructure in which 30% of its staff were shed The recruit will lead the 'You're invited' activity, launching this month, and report to marketing director...

The Guardian launches biggest summer campaign to date.(Brief article)
May 18, 2011... The Guardian is launching its biggest summer marketing campaign to date, focusing on its music-led content. The 'Music loves summer' push features exclusive print and digital content and performances by artists including Rumer and Wretch 32. ...

Selfridges in Campaign for Sustainable Fishing
May 18, 2011... Selfridges has launched a campaign, Project Ocean, to discourage consumers from eating endangered-fish species and raise awareness of marine conservation. The retailer is placing sustainability activism at the heart of its marketing activity....

Brand in the news: John Lewis.(Brief article)
May 18, 2011... - What's new? Middle England's favourite department store has launched a 36-page home-technology catalogue and a summer-fashion special, showcasing key trends and must-have buys. The print and digital activity, by John Brown, has enlisted...

Virgin Holidays revives 'Rockstar Service'.(Brief article)
May 18, 2011... Virgin Holidays has revived its 'Rockstar Service' ad campaign, issuing a 'manifesto' outlining its service promise to consumers. The campaign, by Dare and Elvis, features fictional rock band, the Danke Schons, and includes a TV ad voiced by...

FarmVille launches Gagaville.(Brief article)
May 18, 2011... FarmVille, a social-gaming site, has launched a Lady Gaga-themed edition of the game, Gagaville, to promote the singer's latest album, Born This Way. The game, online until 26 May, will feature album songs and unreleased tracks. ...

Robinsons to launch tennis themed on-pack promotion.(Brief article)
May 18, 2011... Robinsons, the Britvic-owned squash brand, is launching a tennis themed on-pack promotion, offering consumers the chance to win a 'Street Tennis Kit', as it gears up for Wimbledon next month. -------------------- Did you find this article...

David Pullan joins Mindshare Worldwide.(Brief article)
May 18, 2011... David Pullan, former marketing director at Channel 5, has joined media agency Mindshare Worldwide as global head of its Unilever account He leaves a commercial role at Surrey County Cricket Club. -------------------- Did you find this...

Viking Eyes Consumer Appeal with Relaunch
May 18, 2011... Office supplies company Viking Direct is relaunching with a multimillion-pound campaign that positions it as a consumer-friendly brand, as it looks to challenge Amazon's dominance in the sector. Viking Direct, owned by Office Depot, sells...

Marketer in the news: Graham Sim, Penguin.(Brief article)
May 18, 2011... - Why is he in the news? Graham Sim has left music, book and DVD retailer HMV, after 10 months in the top group marketing role, to join publisher Penguin, where he will work on branding for the children's department. Sim had been at HMV...

Southern Comfort ramps up digital activity.(Grape Digital)(Brief article)
May 18, 2011... Southern Comfort, the Brown Forman-owned spirits brand, is ramping up its digital activity to be 'more relevant' to UK consumers. It has appointed Grape Digital to develop a digital strategy and campaign. -------------------- Did you find...

Samsung to release series of apps.(Brief article)
May 18, 2011... Samsung plans to release a series of apps for Smart TV, its internet-connected TV range, led by one for Channel 5's on-demand service. Smart TV has already developed apps for LoveFilm, BBC iPlayer, YouTube, Tesco-owned Blinkbox, Facebook and...

Morrisons sponsors Scottish football camp for children.(Brief article)
May 18, 2011... Morrisons has sponsored a Scottish football camp for children with the backing of Glasgow clubs Celtic and Rangers. The Morrisons Summer Soccer Camp, developed by Billington Cartmell, will run in Glasgow during the summer school holiday. ...