Marketing articles from September 2009

Marketing archives from September 2009

Visa sponsorship deal ends Team 2012 row.(Brief article)
September 30, 2009... UK Sport has signed up global Olympic partner Visa as the 'presenting partner' of its Team 2012 sponsorship programme. The multimillion-pound deal will help UK Sport to plug a pounds 50m gap in funding for the British Olympic team ahead of...

'Green code' for marketers.(Brief article)
September 30, 2009... The Marketing Society May Day Alliance is urging marketers to adopt the 'five Rs' - re-use, reduce, recycle, respect and reward - in all marketing communications. The alliance, a partnership between The Marketing Society and Prince Charles'...

Brylcreem signs up Pietersen.(Brief article)
September 30, 2009... England cricketer Kevin Pietersen has been unveiled as 'the new face of Brylcreem'. The news coincides with the brand's sale to Unilever, which was announced last week. Dave Lewis, UK chairman at Unilever, said the company sees great...

Waitrose and Boots Eye Mutual Benefits of Tie
September 30, 2009... A retail tie-up will lend weight to Waitrose's convenience format. As part of Waitrose's expansion plans, predicated on the roll-out of a convenience store format, the retailer is also to enter a commercial partnership with Boots. Under...

Renault brings brand focus to the fore.(Brief article)
September 30, 2009... Renault is to run a brand campaign early next year to support its shift to a sustainability-based marketing strategy. At the Frankfurt Motor Show two weeks ago, the French car manufacturer unveiled its Zero Emission sub-brand, which comprises...

AMEX Plots Ad Push to Boost Consumer Appeal
September 30, 2009... American Express is launching its biggest marketing campaign in more than four years to reposition the brand as being more contemporary and customer-friendly. The campaign, which was created by Ogilvy Advertising and breaks on 5 October, will...

Digital UK to review ad task.(Elvis Communications)(Brief article)
September 30, 2009... Digital UK is reviewing its pounds 4m advertising account, held by Abbot Mead Vickers BBDO. The not-for-profit organisation is responsible for leading the nationwide switchover to digital TV. It uses TV, radio, press, outdoor and ambient ads...

Global Radio hires agency.(Brief article)
September 30, 2009... Global Radio, the UK's biggest commercial radio group, has appointed Karmarama as its creative agency for 95.8 Capital FM and the Heart network. Karmarama has been briefed to raise the profile of Heart and Capital, nationwide and in London...

The Week in Marketing
September 30, 2009... - Jeeves in the pink Ask Jeeves is partnering Breast Cancer Care to raise money for Breast Cancer Awareness Month in October. Jeeves the Butler, the search engine's brand icon, will don pink outfits to publicise the partnership Ask Jeeves...

Radio Industry Creates Digital Switchover Body
September 30, 2009... In a fresh push to meet the 2015 analogue radio switch-off target date set in the government's Digital Britain report, the radio industry has united to form a consumer-facing brand. Digital Radio UK will represent the interests of the BBC,...

Tony Ball will not be ITV chief executive.(resignation of Michael Grade)(Brief article)
September 30, 2009... ITV will not make Tony Ball its chief executive, as had been under discussion, and will continue its search for a successor to Michael Grade. Grade will leave the broadcaster, rather than take up a non-executive role, as had been expected. ...

Barclaycard partners with 95.8 Capital FM.(Barclaycard Services Ltd.)(Brief article)
September 30, 2009... Barclaycard has partnered with radio station 95.8 Capital FM to create 'Total Access with Barclaycard Unwind', an ad-funded programme that will run for 12 weeks. The show will air celebrity interviews, music releases and entertainment news. ...

BBC rolls out smile campaign.(British Broadcasting Corp.)(Brief article)
September 30, 2009... The BBC is rolling out a campaign aiming to encourage the nation to smile. The 'What makes you smile?' activity, which takes place in the run-up to World Mental Health Day on 10 October, illustrates how smiling can help improve mental wellbeing....

McCain teams up with Sky Movies.(British Sky Broadcasting Group PLC. Sky Movies)(McCain Foods (GB) Ltd.)(Brief article)
September 30, 2009... McCain is teaming up with Sky Movies to promote its 'McCain movie night in' campaign for its wedges range. Idents will feature taglines spoofing famous movie quotes, such as 'I'm gonna make him a wedge he can't refuse' and 'Frankly, my dear, I...

AXA assigns car insurance brief.(MWO)(Brief article)
September 30, 2009... French insurer AXA has appointed ad agency MWO to help develop its planned car insurance brand. The agency has been hired to shape the proposition, which, according to AXA group marketing and distribution director Olivier Mariee, will focus...

Guinness in pack redesign.(Diageo PLC)(Brief article)
September 30, 2009... Diageo is revamping the primary and outer packaging for its Guinness Draught cans as it seeks to gain standout in the run-up to Christmas, backed by a pounds 5m spend. The redesigned pack will feature a 'seal of approval' signature by Arthur...

COI overhauls procurement.(Central Office of Information)(Brief article)
September 30, 2009... The COI is changing the way it hires design agencies to speed up its procurement procedure. The body will split its 'design and creative for print' framework into three categories: branding and brand identity, content and publishing, and...

Brand in the news - Habitat.(Habitat Group PLC)(Brief article)
September 30, 2009... Habitat is facing an interesting paradox, and one I faced during my time at Marks & Spencer and Kingfisher: how to balance a value message against brand uniqueness in the quest for volume. The homewares market is a tough battleground, and...

Constellation Europe launches tumbler.(Brief article)
September 30, 2009... Constellation Europe, the wine producer, is launching a tumbler for its South African brand Fish Hoek. The tumbler is available through UK glassware maker Dartington. Fish Hoek will be backed by a wider campaign, including a website, which...

Dr Oetker expands Onken yoghurt range.(Brief article)
September 30, 2009... Dr Oetker is expanding its Onken yoghurt range with a limited-edition Coconut variant, which is to launch on 4 October. It follows the roll-out this summer of Onken's first limited-edition variant, Orange and Lemon. -------------------- ...

Nestley rolls out on-pack promotions.(Brief article)
September 30, 2009... Nestle is rolling out on-pack price promotions for several of its sweets products. Smarties, Milkybar and Rowntree's Fruit Pastilles will display a 29p price, while children's lines of Kit Kat Senses, Aero Mint and Yorkie will be priced at 35p....

Shloer relaunches range.(Brief article)
September 30, 2009... Shloer, the soft-drinks brand, is relaunching its range with a revamped pack design. The brand is also adding a sparkling Rose variant, which will go on sale next month. -------------------- Did you find this article useful? Why not...

BBC appoints IWANT.(British Broadcasting Corp.)(Brief article)
September 30, 2009... The BBC has appointed branding agency IWANT to create a visual identity for the BBC Radio 3 London Jazz Festival. IWANT will develop a press, direct marketing and digital campaign to promote the event. -------------------- Did you find...

Virgin Media set for web TV debut.
September 30, 2009... Virgin Media Television is launching its first online television channel under the Living celebrity and fashion brand. The Liv channel, which goes live on 23 October, will offer free, short-form content accessed through websites and...

Yahoo! plots pounds 60m drive.(Brief article)
September 30, 2009... Yahoo! is launching a dollars 100m (pounds 60m) global brand campaign aimed at luring consumers back to the search engine. The activity, created by Ogilvy, uses the tagline 'It's Y!ou', and will launch in the UK on 5 October. It will include...

O2 to roll out spin-off brand.(Brief article)
September 30, 2009... O2 is to roll out an online SIM-only brand later this year. The mobile operator describes the brand, Giffgaff, as a 'people-powered' service. It will use O2's network, but will not highlight the O2 brand. Customers join by paying an...

Digital choice - Time to Change.(Brief article)
September 30, 2009... Time to Change, a charity that fights mental health discrimination, has created two films that seek to confront stereotypes of people diagnosed with schizophrenia. It is an admirable cause, and the films on the site are poignant However, I'm...

Topman launches student zone on website.(Brief article)
September 30, 2009... Topman is launching a student zone on its website. In Genius will offer visitors a free download from we7, which provides free live streaming of music tracks and paid-for mp3 downloads. -------------------- Did you find this article...

Google gets backing from European Court of Justice member.(Brief article)
September 30, 2009... Google has received the backing of an influential member of the European Court of Justice in its long-running legal battle with several high-profile brands. One of the Court's advocates-general has said that Google's AdWords service does not...

Coral launches in-store campaign.(Brief article)
September 30, 2009... Coral, the gambling brand, is launching a 'Jeff or the Ref' in-store campaign. Punters who make four football bets will receive a free scratchcard. Prizes include free bets worth up to pounds 100, Sky TV subscriptions and VIP football tickets....

Yell offeres Yell.com as widget.(Brief article)
September 30, 2009... Yell is offering its Yell.com local-business search service as a widget on Samsung's touch-screen mobile devices. The Yell.com search icon can be downloaded from the Samsung Widget Gallery and will be pre-installed on a range of new devices. ...

Tesco Mobile runs national promotion campaign.(The Red Brick Road)(Brief article)
September 30, 2009... Tesco Mobile is running a national campaign to promote its unlimited pay-monthly tariff. The activity, created by ad agency The Red Brick Road, includes TV, outdoor, press and radio work. It focuses on the inclusive calls and texts that Tesco...

Andrew Walmsley on Digital: Travel Problems
September 30, 2009... Consumers buying holidays are visiting more travel websites, reflecting how few meet all their needs. The travel industry has been having a tough time lately, facing pressures both from the economy and green interests. Tighter budgets have...

Intelligent Design
September 30, 2009... The relaunched Marketing Design Awards will pay testament to the industry's continuing vibrancy. The shortlist for the Marketing Design Awards shows beyond a doubt that the design and branding industry is firing on all cylinders. The...

Attack as a Form of Defence
September 30, 2009... Can a fighter brand really put paid to the challenge of lower-priced rivals, asks Mark Ritson. When Jill Little, merchandise and marketing director at John Lewis, recently announced that the retailer was to introduce a value range, it was...

Teasing out a Response
September 30, 2009... Unbranded campaigns may grab consumer attention, but they are not risk-free. The government's obsession with quangos may seem boundless, but a campaign from the 'British Biscuit Advisory Board', claiming that an estimated 25m people in...

Amanda Andrews on Media: BBC Treads on Rival's Toes
September 30, 2009... The BBC's scheduling of Strictly Come Dancing will increase the pressure on a beleaguered ITV. Glamourous frocks and glitterballs, or the next teen sensations singing for their lives? Choosing between Strictly Come Dancing and The X Factor is...

Royal Mail
September 30, 2009... Strikes have undermined the postal service's attempts to get SMEs back onside. Following last year's savaging of British Airways, Royal Mail is the latest British institution to come under the cosh. Since 2007, the service has been...

Mark Ritson on Branding: Back to the Year Dot?
September 30, 2009... The latest round of investment in Twitter is redolent of the period leading up to the dotcom bust. I started as a professor in the late 90s. I was young, inexperienced and terrified of the MBAs I was now paid to teach. So when the dotcom...

Adwatch 30.09.09.(Statistical table)
September 30, 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? 23.09 Brand Agency/TV buyer % 1 ...

Adwatch 30.09.09: The Co-Operative
September 30, 2009... The retailer's latest ad has failed to reflect the traits that give it such a distinct identity. Another ad for the Co-op (it seems to be advertising rather a lot recently). Did it work for me? To answer that question I'll have to tell you...

Profile: Making a World of Difference
September 30, 2009... Jim Farley, group vice-president of global marketing at Ford, is shaking up the brand's global strategic approach. Interview by Alex Brownsell. A relentless travel schedule has left Jim Farley, group vice-president of global marketing at Ford...

Opinion: The Marketing Society Forum - Should Sponsors Be Concerned by Cheating in Sport?
September 30, 2009... From athletes using performance-enhancing drugs to rugby's 'Bloodgate' and the Renault Formula One team's penalty for deliberately crashing, sport cheats may taint sponsor brands' reputations. YES - ADAM WYLIE, MANAGING PARTNER, 23RED The...

Editor's Comment: Time to Act on CO2 Facts
September 30, 2009... If 2007 was the year that green emerged as the colour that reflected the national agenda, then the past two years have been decidedly black. Yet all the signs suggest that green is coming back with a vengeance and sustainability will be the...

Get to Grips with the Carbon Agenda
September 30, 2009... The recession is not an excuse for brands to shirk green issues The time has come to step up to the challenge and embrace comprehensive carbon-labelling schemes, writes Gemma Charles. With the multitude of environmental pledges, certification...

Eyeing Widespread Appeal
September 30, 2009... To increase sales further, sweet and savoury spreads brands need to come up with extra eating occasions for their products. Bees are big news. Last year British beekeepers lobbied parliament for funding to research the phenomenon of colony...

Digital Report: Network Coverage
September 30, 2009... Ad networks promise to make online budgets go further, but how can marketers get the most out of their relationship with them, asks Victoria Furness. Nothing quite beats a recession for weeding out those areas of the marketing budget that...

Helpline
September 30, 2009... We take the hassle out of finding the right product or service - you ask the question, we'll provide the answer. ON THE ROAD AGAIN Q: We are looking to take our brand on a roadshow and we would like some field marketing/promotional staff...

What It's Really like Inside - Southern Comfort
September 30, 2009... - Describe the marketing team in three words. Cheeky, energetic, seamless. - What are the perks of the job? Every so often we get to visit the homeplace of the brand, New Orleans The spirits industry is also very sociable. - How do...

Brand manager of the week - Louisa Legg, Brand manager, Andrex.(Interview)(Brief article)
September 30, 2009... - What advice would you give someone starting their marketing career today? Grab every project you can and treat them as an opportunity to learn and shine. - What attracted you to your current job? Andrex is a huge brand, but the puppy...

Me & My Mentor - Scott Jefferson, Customer and marketing director, Greggs.(Brief article)
September 30, 2009... My career mentor is Kerris Bright, who is now the chief marketing officer at AkzoNobel Paints. We worked together at Unilever from 1998 to 2002. Kerris was UK general manager for the Unipath Business. She recruited me as UK marketing manager....

Marketing Mole: Who Does Google Think You Are? - Thomas Delabriere, Marketing Director, Innocent Drinks
September 30, 2009... - The first result is for Delabriere's own up-to-date LinkedIn profile. - The second link is to a Marketing profile piece about Delabriere from May 2009, while the third result is an analysis from Marketing about Innocent. - The fourth...

Marketing Mole: We'll Call You - Harrods
September 30, 2009... Dixons.co.uk ads advises shoppers to take a look at the latest TVs in Harrods before buying them via its own store online. How would Harrods feel about this? Harrods Good afternoon, customer services, (name) speaking. How may I help you? Mktg...

Marketing Mole: Name that brand.
September 30, 2009... Despite referring to 1366 on its logo, this beer was first brewed in Belgium as a Christmas drink in 1926. The brand identity was adopted in 1988. In the past, UK ads carried the strapline 'Reassuringly expensive'. Can you name the brand?...

Tories slam 'wasteful' ID card launch activity.(identification card)(Brief article)
September 23, 2009... The Conservative Party has accused the government of 'wasting taxpayers' money' as the marketing plans for its controversial identity card scheme are revealed. The Identity and Passport Service (IPS) will unveil animated fingerprint...

Harrods riled by Dixons ad.(Brief article)
September 23, 2009... Harrods is threatening legal action against Dixons.co.uk for using ads that appear to mock the London department store. Dixons.co.uk launched a campaign last week using the strapline 'dixons.co.uk - the last place you want to go'. One ad...

Sponsors body aims to root out 'cheats'.(Brief article)
September 23, 2009... The European Sponsorship Association (ESA) is warning sports governing bodies and rights-holders to clamp down on cheating or face a backlash from sponsors. The sporting world has recently been shaken by several high-profile instances of...

Brands Put Agencies to the Swine-Flu Test
September 23, 2009... Marketers look to protect campaign activity from pandemic. As the winter looms, UK marketers are being forced to consider the possibility that their best-laid plans may be derailed by the expected swine-flu pandemic. Leading industry...

Coca-Cola Set for 2010 World Cup 'Celebration'
September 23, 2009... Coca-Cola's global marketing plans for the 2010 FIFA World Cup in South Africa will be based on the theme of fans' and players' celebrations. The activity will give fans outlets to share their own celebrations through music, interactive...

Paddy Power calls advertising review.(Brief article)
September 23, 2009... High-street and online bookmaker Paddy Power is reviewing its UK ad account. The brand, which spends about pounds 2m on advertising in the UK, has contacted several London agencies, with a view to assembling a shortlist of three or four in...

Habitat plots Europe push.(Habitat Group PLC)(Brief article)
September 23, 2009... Furniture and homewares retailer Habitat is launching a brand-led campaign, entitled 'This is my Habitat', which emphasises the diversity of its price points. The activity, which breaks on 1 October, is the retailer's first in more than five...

E.ON's Davies blasts rivals.(Jeremy Davies)(Brief article)
September 23, 2009... E.ON director of brand and communications Jeremy Davies has hit out at rival energy companies for making misleading claims about their environmental credentials. Several of the big energy providers have launched environmentally focused...

The Week in Marketing
September 23, 2009... - King of Shaves pounds 1m ad King of Shaves is launching a pounds 1m TV ad this week, following a three-month fundraising campaign. In June, founder Will King asked 5000 consumers to each lend the firm pounds 1000, with the aim of raising...

Duncan Hints C4 Close to Sales Deal with Sky
September 23, 2009... Channel 4's outgoing chief executive Andy Duncan said he believes negotiations to merge the channel's sales operation with a rival broadcaster's will be concluded before he departs at the end of the year. Although Duncan, who announced his...

Culture secretary says BBC should look at what it pays presenters.(British Broadcasting Corp.)(Brief article)
September 23, 2009... The BBC has 'probably reached the limits of reasonable expansion', according to culture secretary Ben Bradshaw. Speaking last week, he also said the corporation should be 'looking more carefully' at what it pays star presenters. ...

Sony Pictures promotes first 3D animated film.(Sony Pictures Entertainment Inc.)(Brief article)
September 23, 2009... Sony Pictures has promoted its first 3D animated film, Cloudy with a Chance of Meatballs, with a 3D cover wrap across 37,500 copies of freesheet Metro. -------------------- Did you find this article useful? Why not subscribe to the...

Marieclaire.co.uk launches micro-channel.(Brief article)
September 23, 2009... Marieclaire.co.uk has launched a dedicated micro-channel, sponsored by Dell, for this autumn's fashion weeks. Users receive updates from the shows in New York, London, Milan and Paris, including video footage and photo galleries. ...

Guardian News & Media ends speculation.(Brief article)
September 23, 2009... Guardian News & Media has ended speculation that The Observer would close or be repackaged as a weekly magazine. The group says it intends to explore ways to further integrate the title with The Guardian. -------------------- Did you...

ITN calls for separate contracts.(Independent Television News Ltd. )(Brief article)
September 23, 2009... ITN has called for the issue of separate contracts to replace ITV regional news services for England, Scotland, Wales and Northern Ireland. It said a 'patchwork system' could not compete with the BBC. -------------------- Did you find this...

Seven Seas rolls out women's line.(Brief article)
September 23, 2009... Vitamin brand Seven Seas is targeting the growing women's supplements market with a range of products made for different life-stages. The company said its Femibion offering is the UK's first supplements line specifically aimed at promoting...

Storm plots brand revamp.(Watchmaker Storm hires Re-creative)(Brief article)
September 23, 2009... Watchmaker Storm has hired design agency Re-creative to refresh its brand to attract younger consumers. Storm, which also offers branded jewellery, bags, clothing and fragrance lines, wants to strengthen its position as a premium brand. ...

Courvoisier to add l'Essence.(Brief article)
September 23, 2009... Cognac brand Courvoisier is to roll out a luxury variant across its global markets. L'Essence de Courvoisier is sold in a Baccarat crystal decanter designed by brand consultancy Interbrand. Courvoisier said it wanted the packaging to be...

Brand in the news - Five Alive.(Brief article)
September 23, 2009... I get nervous when companies like Coca-Cola start talking about brands with 'real heritage'. Just because something has been lurking on the lower shelves of convenience stores doesn't make it a cultural icon. It should have learned its lesson...

Cadbury extends bite-size snack range.(Cadbury Schweppes PLC's candy bars campaign)(Brief article)
September 23, 2009... Cadbury is extending its bite-size snack range with Dairy Milk Caramel Nibbles. The launch will be backed by a pounds 1m campaign. The range, which rolled out earlier this year, also includes Cadbury Clusters. -------------------- Did you...

Patak's to relaunch its range.(Brief article)
September 23, 2009... Patak's, the Indian food brand, is embarking on a pounds 5m relaunch of its range. A TV campaign will break in the middle of next month to promote the brand's updated packaging and new product variants. -------------------- Did you find...

Premier Foods rolls out Hallowe'en-themed cakes.(Brief article)
September 23, 2009... Premier Foods is rolling out a range of Hallowe'en-themed cakes Products in the seasonal offering include Mr Kipling Fiendish Fancies and Cadbury Trick or Treat Mini Rolls. -------------------- Did you find this article useful? Why not...

Highgrove to launch chilled baby-food range.(Brief article)
September 23, 2009... Highgrove, the food distribution company, is launching a chilled baby-food range. The Owl and The Pussycat products will be sold in Waitrose supermarkets and via online grocery-delivery service Ocado. The launch will be backed by press ads and...

Traidcraft adds variant to cookie range.(Brief article)
September 23, 2009... Traidcraft, the Fairtrade brand, is adding a Fruit, Chocolate and Nut variant to its cookie range. The line's packaging has also been updated to provide more information about where the ingredients are sourced. -------------------- Did you...

Sony Pictures in school science tie.(Brief article)
September 23, 2009... Sony Pictures is promoting its animated film, Cloudy With a Chance of Meatballs, in schools through an online and offline marketing push. The activity, handled by partnership agency the National Schools Partnership, encourages pupils to be...

Lacoste plans footwear drive.(Brief article)
September 23, 2009... Lacoste is to launch a programme of digital activity for its Strategic Trend footwear range. The clothing brand has appointed digital agency Holler to create a microsite with animated content to showcase the line. Holler will also create...

Liverpool FC member push.(Liverpool Football Club signed a deal with Iris)(Brief article)
September 23, 2009... Liverpool Football Club has appointed Iris to promote the relaunch of its official membership scheme, All Red. The campaign coincides with the 50th anniversary of legendary manager Bill Shankly joining the club in 1959. It comprises a...

Direct choice - Peugeot.(CMW)(Brief article)
September 23, 2009... Peugeot has launched a plastic-surgery-themed direct mail campaign to show off its new-look 207. The pack trumpets the fact that the car has 'had some work done', and comes wrapped in bandages - a nice touch, although the tactile element has...

Diageo to promote Ketel One vodka.(Brief article)
September 23, 2009... Diageo is promoting Ketel One vodka from October through a campaign, including branded events and sampling, partnerships with other premium brands and tutored tastings. -------------------- Did you find this article useful? Why not...

Young's first microwaveable fish finger claim.(Young's & Company Brewery PLC)(Brief article)
September 23, 2009... Young's is launching what it claims is the UK's first microwaveable fish finger. The launch will be backed with offline direct marketing activity, including sampling in universities, and website promotions. -------------------- Did you...