Analysis

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

UB gets to grips with health trends

Marketing Week

Changing consumer demand – influenced by health trends – has led to the rise of two significant trends in the snacking market – “better-for-you products” and indulgence ranges. United Biscuits UK’s (UB) next major launch, McVitie’s Fruitsters,

Rajar takes a measured approach to change

Marketing Week

Radio audience measurement body Rajar has finally shown its hand over what research methods it plans to use in the future, and its steady approach to change has received a broadly positive response from advertisers and the industry. The group’s decision to pilot the Arbitron Portable People Meter in conjunction with BARB effectively delays the […]

Advertisers pitch for rosters over retained agencies

Marketing Week

An increasing number of marketing directors are turning their backs on exclusive, long-term relationships with advertising agencies in favour of holding regular pitches between roster shops. Mother won a place on Motorola’s roster earlier this month after working with the manufacturer on the launch of its Red charity phone (MW last week). Although Motorola appointed […]

TV 2006 shows a medium struggling to redefine itself

Marketing Week

Television is in the middle of an identity crisis. It does not know how to define itself, is grappling with archaic measurement systems and risks alienating an entire generation of viewers by reacting too slowly to change in a fast-paced digital world. Yet television – or more broadly audio/visual services, as the industry moves increasingly […]

Category innovations – too many to swallow?

Marketing Week

Brand owners, it seems, will do anything to revive interest in a flagging category. Gillette’s five-bladed Fusion razor will be in the UK this autumn, promising a better shave than rival Wilkinson Sword’s recently launched four-bladed Titanium, while it emerged last week that BT was developing a line of handsets that resemble jelly baby sweets […]

TalkSport pins its hopes on World Cup

Marketing Week

This summer should be a big one for UTV Radio-owned TalkSport. It is the only commercial UK station with official broadcasting rights for the World Cup and is planning blanket coverage of the tournament. TalkSport will broadcast every game live on digital radio and will run post-game analysis and phone-ins. This week it is launching […]

Designer brands no longer have the luxury of ignoring the Web

Marketing Week

Following hot on the heels of Alfred Dunhill’s announcement that it is reviewing its digital marketing and hiring a new ecommerce manager (MW last week), Jimmy Choo is expected to start selling shoes online in the coming weeks. It is a sign that luxury brands are finally taking the internet seriously as a marketing and […]

Budget growth hiccup hits traditional media

Marketing Week

Advertisers and agencies are bemoaning a peculiar period in the industry’s economy. Clients are cutting budgets, traditional media are stymied and the burgeoning digital market is distorting the picture. The marketing services sector is still growing, but slowly, according to experts. Meanwhile, consumer and client confidence is low, despite a strong stock market and steady […]

Channel 4: Act now or be locked out of multimedia

Marketing Week

Channel 4, which this week unveiled record profits, is set to introduce its long-awaited video-on-demand service this year as it looks to new media and multi-channel offerings to sustain growth. Speaking exclusively to Marketing Week, C4 chief executive Andy Duncan says he is committed to on-demand and multimedia services, and predicts that within a few […]

Fallon London – a model for the future?

Marketing Week

Having created one of the best ads of 2005 in Sony “Balls”, Fallon London is on a roll. The agency won &£75m-worth of new business last month with the combined Orange/Wanadoo account, following France Telecom’s pan-European advertising review. The win takes Fallon to a new level and, while the decision was labelled a “French stitch-up” […]

Hachette-Filipacchi hit by changing trends

Marketing Week

Hachette Filipacchi UK (HF-UK) seems to be making a habit of suspending magazines suffering from falling circulations. Following the decision to drop teen title Elle Girl last year, young women’s publication B now also faces the axe.

Business as usual as Economist editor steps down?

Marketing Week

Weekly newspaper The Economist is bucking industry trends by achieving a worldwide circulation of nearly 1.1 million, at a time when readers are increasingly turning to daily sources for news and analysis. Rivals such as Time and Newsweek are struggling, but Economist outgoing editor Bill Emmott has been lauded for the success of the publication’s […]

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