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Brand sticking power

Marketing Week

With its near monopoly on the UK chewing gum market torpedoed by rival Cadbury’s launch of Trident, Rupi Gohlar asks what Wrigley can do to wrest back the initiative from its competitor

Best Brand Performers 2007

Marketing Week

This book is the first fruit of a joint-venture between Marketing Week and BrandIndex, a subsidiary of the well-known online market research company, YouGov. Why have we got together? Any successful alliance depends upon each partner contributing complementary assets to the endeavour. We at Marketing Week feel that in BrandIndex, marketers will find an invaluable […]

Wrigley bites back at Trident with fruit-flavoured gums

Marketing Week

The Wrigley Company is gearing up to launch its counter-attack against Cadbury-owned chewing gum brand Trident with the launch of two fruit-flavoured gums under its Extra brand. The launch comes as Wrigley axes its revolutionary Extra Thin Ice breath strips after five years. It is understood the two limited edition Extra flavours, strawberry and watermelon, […]

Stuck at a junction

Marketing Week

Sponsoring the England football team was the brand’s high-water mark, but if Green Flag can clarify its insurance links, it could be a force to be reckoned with again, says Matthew Gorman

MPG launches nationwide families research survey

Marketing Week

Media Planning Group is launching a research programme designed to provide insights about British family life to advertisers and the media. The research, called Fabric, will use a nationwide panel of 50 families, who will regularly give their opinions on issues such as premium-rate phone calls on TV, recycling at home, bank customer service and […]

Wrigley calls pitch for part of £200m brief

Marketing Week

The Wrigley Company, the confectionery and chewing gum giant, is looking to consolidate its £200m global advertising business. It is not expected to affect BBDO, which will remain its key network. It is thought to be inviting non-roster agencies to pitch and it is not clear how it will affect its other agencies ­ Bristol-based […]

Nationwide to include customers in sponsorship

Marketing Week

Nationwide has launched a multi-million-pound sponsorship campaign with the four national football associations in a bid to offer its customers “empowerment”. The “Sponsored by you” campaign breaks at the end of May. Under the partnership, Nationwide will offer its full ticket allocation for matches played by the England, Scotland, Northern Ireland and Wales football teams […]

Talking turkey

Marketing Week

Jamie Oliver’s crusade against Turkey Twizzlers, animal cruelty allegations and an outbreak of avian flu have damaged the Bernard Matthews brand. Caroline Parry finds hope for the future

Search Marketing

Marketing Week

Traditionally, the definition of a full search agency is that of an agency which offers a wide breadth of search engine optimisation and pay-per-click services. As the responsibility of affiliate management increasingly slides towards search-savvy agencies and with Google offering cost-per-action advertising, it seems likely that the full search quality mark will be lifted even higher to include affiliates. You now need to be able to compare Affiliate Network X to Google.