Marketing Week
Advertising - In-depth
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COI: a history in ads
Thu, 29 Mar 2012
Marketing Week looks back at the best of the COI, which will offically be closed this week.
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Outdoor is right on the button with social media
Thu, 22 Mar 2012
The marriage of outdoor advertising and the mobile internet is creating a whole new channel for marketers to explore - but brands must handle this new data source with care.
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Making marketing a noble profession
Wed, 14 Mar 2012
Viewpoint: Marc Mathieu, senior vice-president of marketing, Unilever
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Can marketing overcome its trust issues?
15 March 2012
How leading brands are fighting to change negative perceptions of marketing.
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Q&A: The Co-operative’s Gill Barr
Thu, 1 Mar 2012
Gill Barr, Group Marketing Director at The Co-operative Group, speaks to Marketing Week following the announcement that the brand will take a more “energetic” approach to marketing.
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Product placement set to take off in 2013
Mon, 13 Feb 2012
Brand take up of product placement has been “slow” since it was first allowed on UK television screens a year ago but the media industry predicts that 2013 could be the year the format becomes mainstream.
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Q&A with Everything Everywhere’s Spencer McHugh
Wed, 1 Feb 2012
Everything Everywhere director of brand Spencer McHugh speaks to Marketing Week about the forthcoming campaigns for T-Mobile and |
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Profile: Christa Carone, CMO, Xerox
26 January 2012
Taking personal control of mission redefinition: If anyone can, Xerox chief marketing officer Christa Carone can make the brand’s communications strategy more relevant to its customers and shift ingrained perceptions about the business.
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Sports sponsorship moves into the fast lane
19 January 2012
The cash it generated from sport sponsorship will soon overtake ticket sales, however brands now need to form commercial relationships and strategic partnerships on the basis of shared objectives rather than awareness.
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Writing the new formula for success
12 January 2012
While paid-for apps remain a key focus, innovative ways to advertise in print, combined with digital platforms, mean that many publishers are offering marketers a fresh mix of communication opportunities.
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Baby boomers key to brand segmentation
1 December 2011
Brands popular with baby boomers are using the similarities in attitudes the generation has with a younger demographic to market their products and services across a wider age range.
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'Globalisation key for UK agencies', says Andrew McGuiness, founder of BMB
Wed, 16 Nov 2011
Domestic agencies need to globalise their services if the advertising industry is to drive the economic recovery, according to Andrew McGuinness (AM) founding partner of creative shop, Beattie McGuinness Bungay.
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Q&A: Kevin Bachus, chief product officer Bebo and co-founder of Xbox
Wed, 19 Oct 2011
Brain teaser: click here to read the cover feature about how the 21st Century is causing ’brain change’ in consumers, and why it matters to marketersHow Microsoft has tracked brain activity:
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Viewpoint: Martin Lindstrom, neuromarketing expert and author of Buyology
Wed, 19 Oct 2011
Brain teaser: click here to read the cover feature about how the 21st Century is causing ’brain change’ in consumers, and why it matters to marketersHow Microsoft has tracked brain activity:
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Case Study: How Microsoft has tracked brain activity
Wed, 19 Oct 2011
Brain teaser: click here to read the cover feature about how the 21st Century is causing ’brain change’ in consumers, and why it matters to marketersFind out why Martin Lindstrom, neuromarketing expert and ...
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Remapping marketing to the changing consumer brain
20 October 2011
How 21st Century technology is causing ’brain change’ and why it matters to marketers
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Will the picture improve for TV advertising data?
13 October 2011
Is TV still living in the past?: Why advertisers are demanding more data.
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Phones4U ads not a horror show
Wed, 28 Sep 2011
From the ’Jack’ campaign by WCRS in the early noughties through to last year’s ’Hard working PrisonGuards’ ads by Adam & Eve, ...
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Brands look to long-copy to boost resonance of ad campaigns
Thu, 22 Sep 2011
Brands are increasingly turning to long-copy ads to gain better traction with consumers, say industry experts.
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Halifax - a history of ads (and Howard)
Fri, 16 Sep 2011
Halifax unveils its new ’Community Choir’ campaign tomorrow (17 September), the first step in its bid to revitalise the brand as a challenger to its high street rivals and which you can see here.
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How the Old Spice hunk took over the world
Wed, 14 Sep 2011
It’s hard to miss the dulcet tones that introduce audiences with the now infamous “Hello Ladies” line in the multiple Pitch Blades Award winning Old Spice series of commercials, The Man Your Man Could Smell Like by
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How Renault puts the Va Va Voom in its advertising
Mon, 12 Sep 2011
Campaign Focus - Publicis Modem - ’Kings and Queens of Va Va Voom’ with Simon McCarthy, Planning Director.
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Q&A: Roisin Donnelly, UK corporate marketing director and head of marketing, Procter & Gamble
Wed, 24 Aug 2011
How brand bundling can help beat budget cuts and give you the competitive edge - click here to read the cover feature Five brand bundling campaigns -
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How collective marketing can go wrong
Wed, 24 Aug 2011
How brand bundling can help beat budget cuts and give you the competitive edge - click here to read the cover feature Five brand bundling campaigns -
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Five brand bundling campaigns
Wed, 24 Aug 2011
How brand bundling can help beat budget cuts and give you the competitive edge - click here to read the cover feature What can go wrong - three top marketers
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Roll up for brand bundling
25 August 2011
How big businesses are using collective marketing campaigns to beat budget cuts
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Universities enrol for a marketing masterclass
04 August 2011
New opportunities are opening up for marketers as public, private and brand-backed vocational higher education providers call on their skills to help them generate additional income.
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Taking brands beyond the sound barrier
28 July 2011
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The only way is app... Or is it?
28 July 2011
Will an app give your customers more mileage than the mobile web?
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Q&A with Mark Lund, chair of the Children’s Panel
Thu, 21 Jul 2011
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Paralympics is no leap of faith for 2012 sponsors
21 July 2011
The organisers of London 2012 are selling it as a Games of equal halves, but sponsors that buy into the Paralympics spirit stand to achieve a higher brand performance than they would from mere event ’billboarding’.
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The man on a quest to spread Merlin's magic
23 June 2011
Nick Varney reveals how his theme park and leisure group Merlin, which is rivalled only by Disney, is proving doubters wrong by its expansion, and why he thinks marketers make good chief executive material.
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VisitBritain has high hopes for “You’re Invited” strategy
Mon, 20 Jun 2011
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Mobile partnership maps future for location-based ads
Mon, 20 Jun 2011
The launch of a standardised mobile contactless payment platform aims to accelerate the take up of contactless payment but could also bring brands one step closer to launching truly targeted location-based campaigns.
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Bailey Review is not window dressing
Mon, 6 Jun 2011
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Behind closed doors at the world’s most famous brand
26 May 2011
To celebrate 125 years and elaborate on its 2020 growth plan, Coke opened the doors of its Atlanta HQ to Marketing Week. Top executives were buoyant about its pioneering attitude to marketing and looking to a future informed by past mistakes.
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Paddy Power cat kicking ad tops complaint list
Thu, 12 May 2011
A Paddy Power ad featuring a blind footballer kicking a cat was the most complained about ad of 2010, according to the Advertising Standards Authority. See the full Top 10 list, and the ads, here.
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Coca-Cola: A history in ads
Fri, 6 May 2011
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One man’s vision
05 May 2011
The opportunity to emulate his success at building respected consumer brands during nearly 20 years at Virgin was the spark that lit Ashley Stockwell’s enthusiasm for One, rather than its philanthropic commercial philosophy.
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Motion picture marketing
Digital Strategy Supplement - March 2011
Kiss goodbye to the 30-second ad/ YouTube, branded clips and click-to-buy are redefining the who, what, where, when and how of online campaigns.
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Celebrating real family relationships
Wed, 2 Mar 2011
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Viewers relax to brands on the box
3 March 2011
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The best campaigns of 2010?
6 January 2011
Some brands defied reduced marketing budgets and depleted teams in 2010, and employed creative thinking to produce innovative and effective campaigns. We asked senior marketers what they thought was the best campaign of 2010.
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What marketers can expect from lawmakers in 2011
Tue, 21 Dec 2010
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Case study: U by Kotex
9th December 2010
Kimberly-Clark’s vice president of global marketing and innovation, Andrew Bienkowski, reveals how Kotex has responded to consumer insight to change its brand strategy.
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Confounded by the complexity of the web?
2nd December 2010
A complex system of media owners, ad networks and exchanges is taking online advertising beyond the ’old world’ of page views and cost-per-click. Yet the potential of this for brands is at risk of being lost because marketers lack the technical skills to exploit it. Now is the time to get to grips with the ways of the web.
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An advertising campaign is not just for Christmas
Thu, 18 Nov 2010
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Kinect could change the advertising game
18 November 2010
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Innovation will bear fruit despite budget squeeze
4 November 2010
Advertisers can meet the challenge of producing champagne-style campaigns on beer money budgets by focusing on return on investment, rather than reducing marketing activity.
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Watch and learn as the COI goes advertising cold turkey
21 October 2010
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Ad groups give marketers reasons to be cheerful
Tue, 31 Aug 2010
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Is the time right for more scrutiny of TV ad regulations?
Fri, 30 Jul 2010
The sudden announcement that the House of Lords is to hold a review into television advertising regulations caught most industry stakeholders and observers on the hop.
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Follow the leaders
22 July 2010
What qualities do marketers need to reach the top and have the ear of the CEO? Research among some of the UK’s most senior marketers identifies the traits that separate the best from the rest and which secure a key role in shaping business strategy.
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World Cup marketing winners
Mon, 12 Jul 2010
Spain emerged bruised, battered but victorious last night (11 July) after 120 minutes of combat against Holland in the World Cup final but which brands triumphed off the pitch? Marketing Week considers the tournament’s marketing winners.
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Change4Life overhaul splits opinion
Thu, 8 Jul 2010
The Government’s decision to ask the food and drink industry to help pay for the Change4Life anti-obesity initiative in exchange for no new regulation has been slammed as “totally unacceptable” by health charities, which predict that businesses will drag their feet on promoting health.
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Can enhanced marketing bolster Nokia?
Thu, 8 Jul 2010
Nokia has had a long-standing dominance of the mobile market, but its recent decision to bolster its marketing team and change its advertising approach suggest the leading brand is on the defensive. So will the changes make a difference?
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Five strategies for a successful global brand
1 July 2010
With brands increasingly crossing international borders via the internet, marketers may need to fine-tune their strategies to ensure their brands are making the most of the global market.
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Young, connected and Muslim
24 June 2010
Muslim consumers are a growing, influential and extremely loyal group, making them a desirable market for mainstream brands. But reaching them requires more than launching Sharia-compliant products. Making inroads to this sector takes deep understanding of the values of this community and building the brand from there.
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Commercial radio braces itself for COI cuts and readies case for defence
Thu, 10 Jun 2010
Radio advertising revenue will be hit harder than other media channels following the Government’s decision to slash advertising budgets, observers have predicted.
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Mini marketers must be treated with kid gloves
10 June 2010
With concerns about using children for peer-to-peer marketing being voiced in Whitehall, brands are under pressure to demonstrate they are handling this youth channel responsibly or risk a backlash.
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Hazlitt could be the perfect hiring
Thu, 3 Jun 2010
ITV’s new management is certainly rocking the boat with the appointment of Fru Hazlitt coming hard on the heels of the news that commercial chief Rupert Howell is to leave.
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South Africa united behind single brand
29 April 2010
The host nation is using the World Cup to kick-start a unified brand identity that aims to promote South Africa as an ideal tourist and business destination.
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Is the key to Number 10 a high social standing?
08 April 2010
After Barack Obama’s strong social media campaign paved the way to his election as US President in 2008, British politicians have been turning out their own efforts in the social sphere to amass public support.
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Finding the perfect match
01 April 2010
Signing a celebrity to front a branding campaign is a powerful yet risk-laden strategy, but there are more ways to use a famous face than just booking a highly exposed star who threatens to overshadow the brand or derail its values with their behind-the-scenes antics.
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Pulling consumers’ heart strings
25 March 2010
Moulding brand values into a memorable character is proving an effective way to captivate consumers and set yourself apart from the competition.
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Alcohol industry goes on offensive over call to ban social media marketing
Wed, 10 Mar 2010
The Institute of Social Marketing (ISM) has come under fire from the alcohol industry again after a report by one of its doctors led to calls for a ban on alcohol promotion on social media sites.
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Back to the future
04 March 2010
A look back into the past can offer insight that brands can draw inspiration from. Some, like French tyre company Michelin, are using their marketing heritage to drive them into new territory.
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Academy to coach a new generation of market leaders
18 February 2010
The industry’s big names have put their weight behind a scheme to collectively solve the problem of succession planning by developing the 25 best young marketers
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Mobilise the people to shape your brand
04 February 2010
The ability of personal recommendation online to sway purchasing decisions is well known, but some major brands are taking the concept of consumer influence a step further, harnessing its power to reposition brands, develop new products and broaden appeal.By Jo Roberts
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Industry is level-headed about potential of iPad
Thu, 28 Jan 2010
Industry experts have cautiously welcomed the launch of the iPad although some are not convinced it meets an “untapped need.”
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Man on a mission
28 January 2010
He’s the man who is marketing our potential future prime minister. But Havas’ David Jones has many missions, as Louise Jack finds out
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Start the new decade with an upper hand
07 January 2010
While some pundits predict the worst is behind us, others say 2010 brings more economic hardship, leaving marketers in a quandary over how to plan ahead. But experts have spotted several key trends emerging from the uncertainty to help meet the challenges ahead.
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Keep your eyes on the price
17 December 2009
As budgets tighten, procurement has grown in importance, yet many marketers still see it as the enemy. However, businesses can boost profitability and creativity if all sides learn to work together.
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Stepping up to be the leaders of tomorrow
17 December 2009
Marketers need to stop blaming other parts of the business for their career issues and start thinking like ‘visionaries’, says a new report from Prophet.
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Innovation the ticket to multiplatform level
10 December 2009
The measure of an integrated campaign now centres on creative concepts being innovative and extending old and new media channels so that the links are seamless.
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The guilt appeal
10 December 2009
Guilt marketing is a tried-and-tested tactic to affect consumer behaviour, and the opportunities to play on it are growing as it becomes the predominant emotion in modern lives. But is such a negative focus effective in the long term?
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Xbox Live makes connection
10 December 2009
Microsoft’s strategy for winning the console turf war involves widening the Xbox 360’s appeal far beyond hardcore gamers by adding applications that build into a digital entertainment system.
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Branding gets personnel touch
03 December 2009
Companies are tapping into the personal branding skills of their employees, made possible by the explosion of social media platforms, to inject their brands with personality and respond better to consumer demands.
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The people take over the pitch
26 November 2009
‘Democratic marketing’ - skirting the agency process to put the creative brief out to consumers and independent creatives - is gaining popularity among brands such as Peperami. Are we about to see a seismic change in marketing services procurement?
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Talking shop: Umbrella branding
12 November 2009
As Heinz embarks on a £5m campaign to push the brand over beans, we took the case for umbrella branding to leading marketers. It is an issue that divides the industry.
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MTV to relaunch entertainment channel
Fri, 16 Oct 2009
MTV Networks is relaunching its entertainment channel TMF (The Music Factory) and rebranding it as Viva.
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Ten commandments for the modern marketer
14 October
Recession, the rise of digital and the emphasis on media neutrality are just some developments making new demands on marketers and changing marketing’s role in the company structure. Here we glean the ten best ideas from the world’s foremost marketers for embracing this change and steering your brand for the future.
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Making your messages strike home
17 September 2009
Although mums spend less time with media than the average consumer, the array of sources they rely on to aid purchasing decisions make this group an inaccessible but valuable target for marketers.
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Troubleshooters bail out brands
3 September 2009
As more companies do away with marketing directors and use interim marketers who specialise in short-term project management, Jo Roberts asks whether this will have a long-term impact on how marketers view their careers.
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Five ways to keep your marketing department healthy
20 August 2009
Marketing Week identifies five strategies that can help businesses and marketers adapt to a recession by improving levels of staff morale and marketing capability.
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Poisons that pollute marketing
30 July 2009
When fashions change and marketing buzzwords like ‘green’, ‘Web 2.0’ and ‘4x4’ become viewed as poisonous by the very people they are seeking to attract, brands need to be creative to remain competitive.
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Top brands justify big budgets
30 July 2009
Research seen exclusively by Marketing Week reveals how brands that dominate in the FMCG sector can cement their leading positions by increasing their advertising presence beyond challenger rivals.
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Can brands strike home with public health messages?
Thu, 21 May 2009
Despite major government efforts, like Change4Life, the majority of people fail to recognise obesity. A study suggests this is an opportunity for brands to step up to the plate. By Joe Fernandez
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Marketers seek reconnection to power source
Wed, 11 Mar 2009
It might shock you to know that fewer than 25% of marketing leaders can claim capability in strategic, cross-functional marketing activities. But even more stunning is that this slander on the marketing profession is being reported by top marketers themselves, speaking out from 50 of the world’s major organisations.By Maeve Hosea
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Oasis ads glamourise teenage pregnancy
Fri, 11 Jul 2008
The Cactus Kid campaign for Oasis, the Coca-Cola drinks brand, has triggered a wave of complaints from consumers for being offensive and irresponsible.
