Month: January 2006

888.com gambling on snooker sponsorship

Marketing Week

Having read your recent feature “Gaming giant’s gamble” (MW January 12), I must ask if anyone else is puzzled by 888.com’s decision to sponsor snooker? While the company probably sees this as a bargain in terms of coverage and reach, and one that offers huge potential given the sport’s popularity in the Far East, the […]

Clearing up confusion over Clearasil launch

Marketing Week

After reading your article “Crookes spends £5m on Clearasil ‘Daily’ relaunch” (MW last week), I would like to confirm that we will still be building on Clearasil’s position as the best-known medicated skincare brand. We will not be repositioni

Telegraph media was not up for review

Marketing Week

Last week I received a call from a reporter about a story indended for publication in that week’s edition of Marketing Week. The story was based around rumours of plans to review our media buying at the Telegraph Group. As marketing director for the Telegraph Group, I am directly responsible for all of our media […]

Why television advertising is set to lead the new media revolution

Marketing Week

Advertising and media experts frequently tell us that the internet will become the dominant communication platform – but not without the advice and knowledge of ‘traditional’ television The internet – not television – is going to be the world’s most important medium. So says Dominic Proctor, chief executive of MindShare Worldwide, one of the world’s […]

The ultimate question twitching on loyalty guru reichheld’s lips

Marketing Week

Turning his back on his erstwhile efforts, Reichheld has discovered a simple, practical, easy-to-collect, foolproof test for loyalty: ‘Would you recommend X?’ Whatever happened to loyalty? It’s a sign of our times that books with titles like “Loyalty Myths: Hyped Strategies That Will Put You Out of Business” are being published. In this particular volume, […]

A rough guide to the Ocean of Purpose and City of Cash

Marketing Week

The Diary often reminisces about the happy, giddy days of the 1970s, when we all ran around in soft focus wearing home-made paisley flares from Clothkits. Remember Puff the Magic Dragon? He lived by the sea. And frolicked in the autumn mist in a land called Honah Lee. The Diary has no idea what inspired […]

Lap dancing excuse-me

Marketing Week

Lunch, as someone once wrote, is a many-splendoured thing. They even made a film about it. As such it should be treasured and nurtured, and extended long into the afternoon. Sadly, bosses don’t always agree and frequently demand you are back in the office, sometimes even before three. The Diary has often been left thinking […]

Love’s way of telling you it’s OK to fart

Marketing Week

The Diary can only imagine how hard advertising types have to work. Clients have to be satisfied, consumers engaged and marketing solutions provided⦠and for agency Love, farting and burping noises must be made. The creative types at the Manchester-based agency certainly put on their thinking caps when they won the contract to promote an […]

Brewed for the taste

Marketing Week

Irn-Bru’s decision to launch into the energy drink sector risks devaluing an established brand and is not the most obvious fit. By Catherine Turner More than a century on from the launch of Irn-Bru, the oldest of the “youth” soft drinks is seeking to inject yet more fizz into the brand with the launch of […]

Proof positive of sales boost

Marketing Week

Shoppers may be returning to the high street, but consumer confidence levels continue to fluctuate and price promotions remain a key driver of sales, according to the latest findings Last year was a difficult time for retailers and manufacturers, with many companies posting profit warnings or declining year-on-year sales. While the high street fought hard […]

We’re all in this together

Marketing Week

Although some might question the need for more than one trade body, senior industry figures value highly the benefits that membership of an association can bring. By Richenda Wilson There is a scene in Monty Python’s Life of Brian where members of the People’s Front of Judea are having a heated discussion: “The only people […]

Gunning for new experiences

Marketing Week

Event organisers are always looking for the next big thing to offer clients, but creative planning and packaging, and an awareness of popular concerns, can be just as important. By Martin Croft Pity the poor marketer when faced with the awesome challenge of finding something different in the way of corporate hospitality. They may well […]

The public may just have the last word on mobile marketing

Marketing Week

Look on the bright side of the revolution hitting marketers: it can’t be worse than the TV ads we’re subjected to, and it may bring about the demise of the cellphone Scholars have long pondered which is the oldest profession, advertising or prostitution, and, in the same spirit of inquiry, what, if any, are the […]

Telefonica changes to be ‘minimal’, states O2 boss

Marketing Week

O2 has vowed to learn lessons from France Telecom’s takeover of Orange in the week that Telefonica assumes control of the company. Some observers think O2’s brand, arguably the strongest in the UK mobile sector, will suffer as part of a vast telecom giant. They claim Orange, seen by many as the world’s most innovative […]