Analysis

In-depth features, interviews and insights into marketing’s biggest issues.

Can ITV stem the digital tide?

Marketing Week

When ITV held a series of presentations for analysts and the media last week, an uncharacteristic display of contrition was as much on the menu as its bold vision of the future. The broadcaster was capitalising on what it sees to be a shift in sympathy regarding contracts rights renewal (CRR), the mechanism that prevents […]

Putting a sponsorship spin on tennis

Marketing Week

The Lawn Tennis Association (LTA) head of marketing Sara Acworth’s departure (MW last week) is the latest in a string of resignations and firings since chief executive Roger Draper took the reins earlier this year. Draper is tasked with turnin

Diet food sector needs to address health issue

Marketing Week

Nestlé has become the latest multinational to take a bite out of the diet food market by acquiring US brand Jenny Craig for $600m (£324m). Meanwhile, WeightWatchers is preparing a marketing blitz after handing its £2m advertising account to Vallance Carruthers Coleman Priest (VCCP) (MW last week). Established brands such as Slim Fast and WeightWatchers, […]

Shrinking the Telegraph would grow its appeal

Marketing Week

Telegraph Group executives continue to dismiss speculation that they are about to add a compact edition of their daily newspaper to the market. Though no official public statement has followed a report in the Observer that The Daily Telegraph would soon be available in both its familiar broadsheet format and a new tabloid edition, chief […]

Is the stream of start-up cash starting to dry up?

Marketing Week

Isobel, the advertising agency set up two years ago by a management team from Banks Hoggins O’Shea/ FCB, has unveiled an investment fund to buy into digital and direct agencies as it seeks to expand (MW last week). The company’s strategy highlights how an uncertain economic climate is leading investors to snub risky marketing services […]

Nintendo thinks outside the box for console launch strategy

Marketing Week

Nintendo is planning to step up its assault on new and emerging markets when it launches the Wii console this year, and wants advertising that will create maximum impact. The Japanese company has invited creative agencies, including incumbent Leo Burnett, to develop ideas for the launch campaign, and is also reviewing its media, currently with […]

Can Britain break US domination of the Web?

Marketing Week

With Bill Gates announcing that he is to leave his job at Microsoft, there will soon be an opening for the title of the world’s leading technology entrepreneur. One person who isn’t expecting any Briton to gain that honour, however, is shadow chancellor George Osborne. During a tour of Silicon Valley last week, Osborne (pictured) asked: […]

Soutar leaves IPC but no one is talking

Marketing Week

Mike Soutar, who left his post as IPC group editorial director last week, would prefer to be remembered as the stuff that legends are made of, say his friends and critics. After savouring the huge success of driving through high-profile launch

Agencies struggle to attract ethnic staff

Marketing Week

Advertising must do more to attract employees from ethnic backgrounds to the business, according to senior industry executives. Their comments follow the release last week of Business in the Community’s sixth “Race for Opportunity” benchmarking report. Ethnic minorities make up 8% of the UK population. But despite a “mushrooming” of ethnic faces fronting advertising campaigns, […]

Disney goes character building

Marketing Week

Disney Consumer Products (DCP) chairman Andy Mooney was in London last week to outline forays into new product areas. Like Mickey Mouse in The Sorcerer’s Apprentice, the company is waving its magic wand in a bid to appeal to a wider section of the kids’ market. Its recent launch of “better for you” products for […]

Five unveils digital strategy – at last

Marketing Week

Five this week announced the much-anticipated launch of two digital free-to-air channels, signalling its intent to be a multi-channel player and staving off a potential post-analogue death knell. Chief executive Jane Lighting says the announcement marks the “most important development in Five’s history” since its switch-on nine years ago. The broadcaster has been derided by […]

TV advertisers shun World Cup as June figures slump

Marketing Week

The World Cup is unlikely to trigger an uplift in overall TV advertising revenues, says Channel 4 sales director Andy Barnes, despite the premium usually created by the football fever. He adds that June will be the fifth cheapest month to buy television advertising space in the past five years. His comments add to the […]

Touring Car champs target F1 money

Marketing Week

Satellite broadcaster Eurosport has recently announced plans to market the World Touring Car Championship (WTCC) as the “next big thing” in motorsport, and believes it can offer sponsorship packages that are better value for money than its mor

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