14 March 1996

Private-label giant in new brand attack

Golden Vale, the UK’s largest ownlabel dairy product manufacturer, is launching its first branded goods in the UK supported by a 3.5m marketing spend. Cheestring, a snack cheese aimed at children, launches on April 1 in the Granada TV region for a test campaign. A 2.2m national TV roll-out is planned for September. Advertising for […]

DIGESTS

Ikea, the Swedish furniture retailer, has awarded its 4m media buying account to the Media Business. The Media Business pitched with St Luke’s which won the creative account last week (see News Analysis p22). Ammirati Puris Lintas chief operating officer and executive managing partner Chris Harris is leaving to join Bartle Bogle Hegarty in a […]

SATELLITE WATCH

The number of satellite channels has risen fast, and more are on the horizon. Are the new channels commercially viable, and what impact will they have on viewers and public service broadcasters? VH1 is a good case history. It was launched in November 1994 as MTV’s companion channel, targeted at 25 to 44-year-olds, as opposed […]

DIGESTS

Bristol Myers has shortlisted media agencies for its pan-European media-buying pitches on March 19 and 20. The shortlist includes Mediastar, Carat and Zenith. Hewlett-Packard is believed to have put its pan European review on hold after talking to a number of media-buying agencies. The computer company is still deciding whether it should progress on a […]

No Title

The story of own-label giant McBride reads like the Cinderella marketing tale of the decade. While the ugly sisters – Lever Brothers and Procter & Gamble – arrogantly bickered between themselves, the lowly McBride quietly built its private-label empire. The company was set up in its present form in 1993 after a 275m management buy-in […]

POSITIVE LINKING

Many companies claim to run integrated communications, but how many actually do? Tom O’Sullivan reports on the findings of the first comprehensive UK research into the area and finds that agency egos and fears of losing control are hampering full-scale adoption Advertising agency egos and internal politics pose the greatest barriers to fully integrated marketing […]

Fast marketing can’t be ignored

Regarding your feature on sampling “Taste of Things to Come” (MW March 1). Having a number of clients in common with John Bunyard and Fast Marketing, I can vouch for the fact that the Fastmarketing theory is different in every way from the conventional thinking advertising agencies have been clinging to for decades. Mellor Reay’s […]

Switching away from the masses

American database marketing guru Garth Hallberg thinks mass marketing will be replaced by ‘differential’ marketing. In future, marketers will maximise profits by employing distinct marketing programmes for heavy, medium and low product users.

Sugar-free diet for England head

Allied Domecq has announced a mind-boggling innovation at its new sports restaurant in the Haymarket, London, called Football Football. The company’s boffins have managed to come up with a holographic talking head of England soccer manager Terry Venables. Just what he will be saying is anyone’s guess, and no-one at Allied Domecq was available to […]

Top roles scrapped as Thorn axes marketing

Thorn Europe has taken the axe to its marketing support function, scrapping the posts of director of marketing communications and advertising manager across its European rental brands. The move will lead to the exit of Francesca Ecsery-Merrens, director of marketing communications, and Geriant Holliman, the advertising manager. Thorn Europe is Thorn EMI’s European rental division, […]

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