Marketing articles from November 2011

Marketing archives from November 2011

Andrew Walmsley on Digital: The Future of Brainpower
November 30, 2011... When technological developments outpace us, we have to be ready to deal with the consequences. Despite having worked in marketing services for 20 years, it has occasionally crossed my mind that other people might just be smarter than me. ...

Marketing Promotion: The Thinkboxes Winner for Sep/Oct 2011 - Pure TV Brilliance from Yeo Valley
November 30, 2011... The winner of the September/October Thinkboxes is Yeo Valley with 'Boy band'. The dairy brand's spot featuring rapping farmers provided one of last year's most memorable ads, and it was keen to build on that success. As part of its strategy...

Marketing Promotion: Print's Powerful Return
November 30, 2011... Brands are playing to print's strengths in this era of integration Marketing association PrintPower brought industry experts together to tell us how and why. Print is the new cool, if a meeting of marketing minds brought together by Marketing...

Adwatch 30.11.11.(Statistical table)
November 30, 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? 23.11 Brand Agency/TV buyer % 1 (-)...

Adwatch 30.11.11: Aldi
November 30, 2011... The discount supermarket's campaign has given it a warm, human face for the first time. So let's get this out there straight away. I chose to write about the Aldi ads because I like them. I liked them before this table alerted me to them. I...

Levi Roots
November 30, 2011... Will the revelation that the founder's sauce-origin story was fictional hit sales, asks Rachel Barnes. Few brands have truly authentic personality, but when Levi Roots burst onto our small screens, his charm winning over the audience of...

Profile: Steering Ford into a New Age
November 30, 2011... Anthony Ireson, marketing director at Ford of Britain, brings a breadth of experience to his push for new-car sales. Interview by Alex Brownsell. For a man in a senior role to wear a tie in the workplace is hardly unusual, but the fact that...

Sales Agencies Stake a Claim to Digital Prize
November 30, 2011... Sales promotions agencies are evolving beyond on-pack activity as they push their credentials for online work. Sales promotions agencies are seeking to storm the world of social media and acquire a reputation for work that extends beyond...

Jogging along Nicely
November 30, 2011... The proliferation of discount retailers, both on the high street and online, has helped this sector hold up well during the downturn, writes Jane Bainbridge. As we approach Olympic year, our relationship with sport is complex While there had...

The Chinese Are Co Ming
November 30, 2011... Exclusive research shows that awareness of Chinese brands in Europe is low, but experts say that is about to change. By Rachel Barnes and Sarah Shearman. The business and financial worlds seem to be obsessed with China, but consumers in...

The New Face of Retail
November 30, 2011... As shopping in a social context takes off, brands are starting to experiment, writes Adam Woods. If digital trends are quantified by the comment they generate, the explosion in popularity of Facebook stores would already seem to be a pretty...

Sennheiser: A Commitment to Research Has Helped the Brand Produce a Long Line of Successful Audio Products
November 30, 2011... Audio pioneer Dr Fritz Sennheiser, who died last year, was renowned for producing professional and personal audio equipment, a significant legacy for a man who had initially wanted to be a landscape gardener. Sennheiser chose electronics and...

Helen Edwards on Branding: Virgin Modesty
November 30, 2011... Sir Richard Branson's brand escapes public anger because it understands the nation's petty envies. The British have a contradictory attitude to wealth. When just two individuals recently shared a pounds 160m capital gain, and paid not a penny...

Opinion: The Marketing Society Forum - Do Shock Tactics Such as Benetton's Latest Campaign Still Work in 2011?
November 30, 2011... The brand's 'Unhate' campaign, which depicts world leaders kissing, marks a return to the spirit of its advertising in the 90s, but some doubt that such images can have the same impact today. YES - STEPHEN ROBERTSON DIRECTOR-GENERAL, BRITISH...

Editor's Comment: China: The Next Marketing Power
November 30, 2011... Growth. China. Two words that appear so often in the same sentence they are practically synonymous. China has more than proven itself as a manufacturer. But as a marketer? Until very recently, the average consumer would struggle to name Chinese...

Getting to Grips with the Second Screen
November 30, 2011... The television's role at the heart of the living room has been under threat for some time, so broadcasters and brands must embrace the concept of the second screen, writes Nicola Clark. In the good old days the ad break in Coronation Street...

What It's Really like Inside: Telefonica Multinational Solutions
November 30, 2011... - How does the team come up with fresh marketing ideas? We work with 250 customers; a relatively small number, but they are some of the world's biggest corporations. Our challenge is to communicate Telefonica's value proposition to them in a...

Brand Manager of the Week: Anna Holloway, Head of Marketing, Look Fantastic
November 30, 2011... - Describe yourself in three words. Positive, energetic, friendly. - How would you define marketing? The basics centre on applying common sense and seeing the bigger picture. It's also about being creative, making decisions and aiming...

Rolston departs Muller in executive shake-up.(Lee Rolston)(Brief article)
November 30, 2011... Dairy-product company continues overhaul of senior posts and UK business. Muller marketing director Lee Rolston is leaving the company after just over a year in the role, amid swingeing cuts to the dairy-product company's senior management...

Aviva chief is named Society president.
November 30, 2011... Aviva's chief marketing and communications officer, Amanda Mackenzie, has been unveiled as president of The Marketing Society. Mackenzie takes over from Procter & Gamble corporate marketing director Roisin Donnelly, who held the role for...

Kellogg hands Myers UK role.(Jonathan Myers)(Brief article)
November 30, 2011... Kellogg has appointed 20-year Procter & Gamble (P&G) veteran Jonathan Myers as its UK managing director. Myers, who replaces Greg Peterson, will take up the role in January. He has held several key executive jobs at P&G, latterly...

Waitrose rolls out 'Delia' how-to videos.(Brief article)
November 30, 2011... Waitrose is launching 'how-to' videos starring brand ambassadors, such as Delia Smith, as it looks to better engage with consumers on social media. The supermarket is rolling out the initiative as an extension of its 'Christmas school of...

IKEA alters loyalty offer.(Brief article)
November 30, 2011... IKEA is relaunching its Family loyalty scheme, as it aims to reflect its shift toward a more personalised approach. The retailer appointed direct marketing agency LIDA in September to overhaul the scheme and accompanying loyalty card. ...

KFC recruits Gu marketer.(appointment of Meg Farren)(Brief article)
November 30, 2011... KFC has hired Gu marketer Meg Farren as its marketing director of new concepts and strategy. Farren joins from the chocolate-pudding brand, where she held the position of new business director. She had been promoted from her role as marketing...

Virgin Media to Launch Targeted TV Ad Service
November 30, 2011... Brand plans to offer addressable ad platform up to 12 months before rival Sky. Virgin Media is set to unveil an addressable advertising service in the second quarter of 2012, thus beating its rival Sky to the punch. The service will allow...

Ultimo to Enter FMCG Arena with Beauty Line
November 30, 2011... Lingerie brand Ultimo is making its first foray into FMCG products with the launch of a branded beauty range. MJM International, which owns the brand, is developing beauty products that include face cream and fake tan. The range is set to...

Brands in the news: Photography retailers.(Brief article)
November 30, 2011... What's happened? Retail brands Snappy Snaps, Jessops and Photo-Me are fearing for the future as a result of what they claim is a growing Post Office monopoly in the photographic ID market. A lobby campaign by the Photo Marketing...

Starbucks installs mobile payment system.(Brief article)
November 30, 2011... Starbucks, the coffee chain, is installing a mobile payment system in the form of an iPhone app at 700 of its outlets across the UK and Ireland. The iPhone and iPod app will be available from 5 January. -------------------- Did you find...

Ryanair and easyJet target consumers seeking paid-for allocated seating.(Brief article)
November 30, 2011... Ryanair and easyJet are both to target consumers seeking paid-for, allocated seating. Ryanair is to extend its allocated seating service across all routes from January. Rival easyJet is trialling allocated seating throughout its cabins. ...

Innocent Drinks launches Facebook campaign.(Brief article)
November 30, 2011... Innocent Drinks has launched a Facebook campaign to promote its recently launched range of orange and apple juices. The activity, created by Holler, features the game Fruit Picker. -------------------- Did you find this article useful? Why...

EBay moves into automated product recommendations.(Brief article)
November 30, 2011... EBay is moving into automated product recommendations following its acquisition of start-up Hunch for a reported dollars 80m. It is to integrate Hunch's social-data-mining and predictive modelling technology to improve its user experience. ...

Food Advertising Unit to Study Effect on Kids
November 30, 2011... The Advertising Association (AA) is understood to be preparing a research project into the food advertising viewed by children, in response to the government's crackdown on 'inappropriate' marketing to the under-16s. The AA's food division,...

Marketing mishap: Littlewoods' Christmas ad.(Brief article)
November 30, 2011... What has happened? At the start of last week, it appeared that Littlewoods, the Shop Direct-owned retail brand, had, according to several angry consumers, ruined Christmas with its latest ad campaign. The ads show a nativity performance in...

Samsung launches social-media push.(Brief article)
November 30, 2011... Samsung has launched a social-media push to promote its Galaxy Note handset. The 'Create my tweet' campaign, by Jam, features original art produced by illustrators using the handsets, based on tweets sent to Samsung Mobile. ...

EMR publishes results of survey.(Brief article)
November 30, 2011... EMR, a marketing recruitment firm, has published the results of a survey that found London's marketing managers are the least-well-paid in the country, with salaries 13.5% lower than the national average. The highest-earners are in the South...

Nails Inc relaunches website.(Brief article)
November 30, 2011... Nails Inc, the nail bar chain, has relaunched its website with an increased focus on ecommerce. The site, designed and built by digital and CRM agency Tangent Snowball, features a 'Try it on' tool. -------------------- Did you find this...

Rape Crisis England and Wales launches Christmas poster campaign.(Brief article)
November 30, 2011... Rape Crisis England and Wales, a UK charity for victims of sexual abuse, has launched a Christmas poster campaign to raise awareness about the issue of sexual consent when people have been drinking. -------------------- Did you find this...

Thomas Cook Launches Crisis Ads
November 30, 2011... Thomas Cook has rolled out a consumer campaign to reassure the public that their holidays are 'in safe hands', as the tour operator attempts to cope with a 'deterioration' in trading. The travel brand hit the headlines last week as it...

OlympicsTracker.(Brief article)
November 30, 2011... The 8000-mile route of the 2012 Olympic torch relay was revealed earlier this month. The route will take in 1018 villages, towns and cities, and the torch will travel within an hour's journey of 95% of the population. Marketing asked...

The Week in Marketing
November 30, 2011... - Suisse exhibits app Credit Suisse has launched an app to run alongside its sponsorship of The National Gallery's exhibition 'Leonardo da Vinci: Painter at the Court of Milan'. The app, created by Euro RSCG London, allows users to explore a...

Marketing Mole: Who Does Google Think You Are? - Oliver Rudgard, Marketing Director, Tyrrells
November 30, 2011... - The first link is to a profile of Rudgard in The Grocer. - The second link is to a story in Marketing about his appointment. - The third reference is to a search-results page from Marketing, including a link to a profile of Rudgard. -...

Marketing Mole: We'll Call You - eBay
November 30, 2011... Mole's a fiend for auction sites: in fact, you could call us a Power Buyer - if it's BNWT, we're there. So we were thrilled to think eBay might be hitting the high street (Having listened to an automated list of options, none of which is...

Marketing Mole: Little Black Book Members' Club - Will Abbott, Marketing and communications director, Freesat.(Interview)(Brief article)
November 30, 2011... - What marketing issue keeps you awake at night? Building and maintaining relationships with customers that add real value - to them and us. - If you were stranded on a desert island, what three brands would you take with you and why? ...

Andrew Walmsley on Digital: Changing the Agency Game
November 23, 2011... The importance of data will upset the balance in the uncomfortable client-agency ecosystem. For as long as anyone can remember in the world of marketers and agencies, the relationship between client and suit has been murky. Often based on...

Chupa Chups
November 23, 2011... Celebrity fans, who include Madonna, have helped make the brand the world's bestselling lollipop. The humble lollipop, a staple of shop counters, is an enduring design classic. With a simple concept and a logo designed by surrealist artist...

Adwatch 23.11.11.(Statistical table)
November 23, 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? 16.11 Brand Agency/TV buyer % 1 (-)...

Adwatch 23.11.11: Babybel
November 23, 2011... Ad promoting 'pointless' plastic cheese melter is unfunny and badly edited. The world needs more interesting things. Talented architects make it a better place to live (see Paris). They solve their client's problem, and in the process...

A Marketing Promotion: How Marketing Can Be Sustainable and Top Quality
November 23, 2011... As Defra calls for direct mail to be made from recycled paper and sustainable sources, Arjowiggins Graphic shows how quality need not suffer when marketers follow best practice. The marketing mix has gone through significant change in recent...

Olympus
November 23, 2011... The optics and imaging company has been hit hard by allegations of fraud, writes Rachel Barnes. Olympus, the Japanese camera brand, has been grabbing headlines for the past month - for all the wrong reasons. It all kicked off on 14 October,...

Helen Edwards on Branding: Make My Brand
November 23, 2011... Customisation can give brands a competitive edge - if customer-satisfaction basics are also fulfilled. Not so long ago, you would walk into a sandwich shop, point to ingredients in bowls or plastic buckets, and watch as they were assembled...

Alan Mitchell: Reinventing Marketing - Government vs Marketing's Fault Line
November 23, 2011... Helping consumers make better decisions is not sexy, but it is a great source of value, and this is reflected in UK policy, writes Alan Mitchell. The way some government ministers have been talking recently, they sound more like consumer...

How to Join the Social Club
November 23, 2011... A tide of data is becoming available from social-media sources, but how can marketers establish what is useful to their brand, and integrate it with information from other sources, asks Melanie May. Social-media data provides a window into...

Tough Times
November 23, 2011... The economic downturn and factors such as the falling marriage rate and the rise of mobiles are affecti ng watch and jewellery sales. For younger people, the concept of wearing a watch to be able to check the time is an anachronism. Telling...

What It's Really like Inside: Bazooka Candy Brands
November 23, 2011... - How does the team come up with fresh marketing ideas? The imagination of our target audience is something that inspires the whole team. Kids imagine the world around them in exciting and fun ways and we are passionate about putting...

Brand Manager of the Week: Alice Cabanas, Director, Alice Menter Jewellery
November 23, 2011... - Describe yourself in three words. Loyal, workaholic, empathetic - How would you define marketing? A continuous process of getting your product closer to the people it's made for, communicating with them effectively and engaging them...

Small-Screen Debut
November 23, 2011... Advertising on television is enjoying a resurgence in popularity among brands, writes Andy Fry. A weak economy, the proliferation of digital channels and the rise of ad-skipping might not sound like great news for television as an advertising...

The Social Divide
November 23, 2011... With RBS, HSBC and Manchester United all planning their own social networks, marketers are split on wh ether customised platforms are a better option than Facebook, writes Sarah Shearman. Build it and they will come. This philosophy has...

Profile: Targeting the High-Flyers
November 23, 2011... Maria Sebastian, vice-president and managing director EMEA, sales and marketing, at American Airlines. Maria Sebastian, vice-president of sales and marketing at American Airlines (AA), is making a career out of selling the US to the UK. As...

Editor's Comment: TV's a Lively Corpse
November 23, 2011... 'Did you see what I posted on Facebook last night?' Not much of a conversational gambit, is it, and one that hardly competes with, for example, 'What about the chauffeur in Downton Abbey, eh?' For all its shiny new clothes, the irony is that,...

The Marketing Society Forum: Is Nostalgia the Lazy Option for Brands When It Comes to Marketing Creative?
November 23, 2011... Nokia plans to feature its classic Snake game in its marketing activity, while John Lewis has used a track by The Smiths in its latest Christmas ad, just two examples of attempts to tap into nostalgia. NO - TRACEY FOLLOWS, MANAGING PARTNER,...

Innocent Eyes Festivals Return for London 2012
November 23, 2011... Majority owner Coca-Cola hopes to extend Olympic tie to include smoothies. Coca-Cola is preparing to expand its Olympic marketing strategy to smoothieand Veg Pots-maker Innocent Drinks, kicking off with the revival of the brand's summer...

ITV hires first network chief.(Reemah Sakaan )(Brief article)
November 23, 2011... ITV is reshuffling its senior marketing team, starting with the hiring of its first director of network marketing. The broadcaster has poached BBC marketer Reemah Sakaan to fill the new role, with responsibility for marketing ITV's content,...

More Th>n hires Capital One marketer.(Dominic Grounsell )(Brief article)
November 23, 2011... RSA-owned insurance brand More Th>n has appointed Capital One marketer Dominic Grounsell as its marketing director. Grounsell will report to former More Th>n lead marketer Pete Markey, who was recently promoted to the chief marketing...

Emirates Targets Rivals with Facebook Strategy
November 23, 2011... Brand plans social-media drive intended to boost 'emotional' link to consumers. Emirates is turning to Facebook to build an 'emotional' connection with its customers, as it looks to address its lack of social-media presence. The global...

Typhoo gains Alliance label.(Brief article)
November 23, 2011... Typhoo is to become the latest tea brand to have its products certified by the Rainforest Alliance. The company, owned by the Apeejay Surrendra Group, follows Tata Global Beverages brand Tetley, which obtained the certification last year. ...

Unilever plan 'beyond CSR'.(Corporate social responsibility)(Brief article)
November 23, 2011... Unilever chief executive Paul Polman has claimed the company is incorporating its 'Sustainable Living Plan' into the 'core' of its business. Polman said in an interview for the Forum for the Future charity that the plan is not 'a CSR-type...

Morrisons Own-Brand Push Hit by Departure
November 23, 2011... Morrisons has been forced into a reshuffle of its own-brand marketing team after the departure of Danny Micklethwaite less than six months after he joined, and weeks before the start of a major campaign. Micklethwaite, who was head of brand...

Brand in the News: British Gas.(Brief article)
November 23, 2011... - What's happened? British Gas is making major cuts to its service division, with up to 20% of marketing and sales roles in line for the chop. As many as 44 people from the 231-strong commercial unit could lose their jobs after a 30-day...

Aviva becomes first to hand sponsorship to charity.(Brief article)
November 23, 2011... Aviva has become the first major football shirt sponsor to allow a charity to replace its logo for a one-off Premier League match. It handed over its Norwich City shirt sponsorship to the Railway Children charity for last Saturday's home game...

Taco Bell opens outlet in Manchester.(Brief article)
November 23, 2011... Taco Bell has opened an outlet in Manchester, its third in the UK, ahead of planned further openings next year. The brand already has branches at the Lakeside Shopping Centre and in Basildon. -------------------- Did you find this...

Natinwide launches campaign to promote Simply Rewards.(Brief article)
November 23, 2011... Nationwide is launching a campaign to promote its Simply Rewards discounts, which include offers for Virgin Holidays, Microsoft products and Lastminute.com. -------------------- Did you find this article useful? Why not subscribe to the...

HMV and Twentieth Cenury Fox using outdoor ads.(Brief article)
November 23, 2011... HMV and Twentieth Century Fox Home Entertainment are using outdoor ads that carry QR codes to entice mobile users to buy DVDs. The codes will allow customers to buy Blu-ray discs and DVDs via the HMV mobile app. -------------------- Did...

Brands Await Impact of Food-Label Rules Change
November 23, 2011... UK retailers and brand-owners have admitted that they are 'uncertain' about the impact that incoming European regulations on country of origin labelling on food packaging may have on product lines. From January, under the Food Information...

Marketing Mishap: Facebook hacking.(Brief article)
November 23, 2011... - What has happened? At the start of last week, as Facebook users merrily updated their profiles describing what they had for dinner and expressing their 'like' for the new John Lewis ad, thousands were greeted by images of violence and...

TalkTalk loses broadband customers.(Brief article)
November 23, 2011... TalkTalk, the telecoms firm, lost 70,000 broadband customers in the six months to the end of September, it revealed last week. It was fined by Ofcom for incorrectly billing customers and suffered a high level of customer complaints during the...

John Lewis to release charity album.(Brief article)
November 23, 2011... John Lewis is to release a charity album featuring cover versions of songs used in its ads. From every copy of Reworked sold, pounds 2 will be donated to Save the Children. The album will be released on Monday (28 November). ...

British Airways relaunches Executive Club.(Brief article)
November 23, 2011... British Airways has relaunched its Executive Club, refreshing the cards and adding an extra membership tier to make it easier for those at the bottom to ascend to a higher level of rewards. -------------------- Did you find this article...

LoveFilm bolsters its defence.(Brief article)
November 23, 2011... LoveFilm has bolstered its defence against the forthcoming UK launch of Netflix by securing an exclusive deal to stream Warner Bros films. The exclusivity covers the second pay window - the period after Warner licenses its films on a...

Tesco Adds Fashion Lines and Focus on Sportswear
November 23, 2011... Tesco is increasing the number of brands available on its Clothingattesco.com website, as part of its strategy to become an ecommerce fashion destination. In addition to non-Tesco labels, which sit alongside its own brands F&F and...

Marketing Moment: Virgin Money Acquires Northern Rock Plc
November 23, 2011... - What has happened? After years of promising to enter high-street banking, Sir Richard Branson was finally granted his wish last week with the purchase of nationalised bank Northern Rock plc. Chancellor George Osborne announced that...

Sambucol launches campaign.(Brief article)
November 23, 2011... Sambucol, the immune-system supplement, has launched a campaign featuring brand ambassador Carol Vorderman to coincide with the flu season. The campaign was created by Koala. -------------------- Did you find this article useful? Why not...

Lucozade Energy using augmented reality.(Brief article)
November 23, 2011... Lucozade Energy is using augmented reality as part of its music-based YES List activity, devised by Billington Cartmell. Users who download an app to their smartphone and point it at a Plan B or Tinie Tempah bottle can see exclusive content....

Mini sponsors series of online videos.(Brief article)
November 23, 2011... Mini, the car marque, is sponsoring a series of online videos to be hosted on Facebook. The 'All the wrong places' spots feature driving-based missions in locations such as Japan and Peru. -------------------- Did you find this article...

Campbell's rolls out ready-to-serve soup.(Brief article)
November 23, 2011... Campbell's is rolling out a range of ready-to-serve premium soups in cartons. The 'Selection' range includes Creamy Tomato with Mozzarella and Basil and Cream of Chicken with White Wine and Tarragon variants. The launch is being supported by...