Analysis

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

Ruling corporate fiefdoms

Marketing Week

The restructure of marketing at BT that has unfolded over the past fortnight highlights the company’s attempts to create a coherent brand message for the sprawling telecoms giant’s various activities. Creating a centralised system for communications in large businesses where profit responsibilities are spread across different business units is a complex task. It takes a […]

Does home have to be where the heartland is?

Marketing Week

Warburtons, the Lancashire-based baker, is one of an increasing number of regional “superbrands” looking to move beyond their heartland into new territories. Warburtons has put its £5m media account up for pitch and is seeking to develop a nat

Why Ford needs Mazda’s zoom zoom

Marketing Week

Ford’s decision to poach Mazda’s European marketing chief Steve Cootes to run Land Rover in Europe (MW last week) is further evidence of the respect the car giant has for the management team that has masterminded the turnaround of its Japanese

Media Steps trips up in the outdoor arena

Marketing Week

Media Steps, an outdoor media specialist set up to sell ad space on stairways in train stations and sports stadia around the UK, has sold its business for £1 this week after putting up the “for sale” sign (MW last week). It listed on the stock

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: […]