Analysis

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

Sporting chance for packaged goods marketers

Marketing Week

Sports organisations are increasingly looking to marketers with classic packaged goods experience in an effort to raise the bar on the industry’s professional image. Figures released by specialist sports consultancy The Sports Recruitment Company reveal the number of candidates entering the sporting arena from the outside jumped from 8% in the second quarter of 2005 […]

Is BBH suffering from too much of a good thing?

Marketing Week

Bartle Bogle Hegarty’s announcement last week that it is resigning its European portion of the &£50m Sony Ericsson mobile phone account has focused attention on the rapid pace of change at an agency seeking to cope with the many new accounts it won last year. One observer claims that the shop is “overwhelmed” by new […]

How Tony the Tiger got caught in the rumour mill

Marketing Week

Playground gossip and university rumours have forced cereal giant Kellogg to issue a statement denying that the teenage star of its current UK Frosties campaign is dead. In the ad, the boy leaps from his bed singing a refrain which includes the words “They’re gonna taste great/I can hear the sound of Frosties hitting my […]

Why search marketing is such a big deal

Marketing Week

Engine Group, the umbrella group for agencies such as WCRS and digital shop Meme, has spread its wings further by buying a majority stake in search engine marketing firm Eyefall (MW last week). There has been plenty of recent speculation within the online industry about search marketing agencies being bought and acquisition activity now appears […]

Why Bacardi is swimming upstream

Marketing Week

Social networking is to play a core role in Bacardi’s new ‘You In?’ global marketing campaign, which starts in the UK at the beginning of August (MW last week). Although traditional media – television, cinema and poster advertising – will be important to the ‘celebrity-free’ campaign, interactive media – online and interactive TV – will […]

McDonald’s moves closer to US-inspired roster strategy

Marketing Week

McDonald’s, like any major UK advertiser, is subject to almost weekly speculation that it is on the verge of reviewing its account, worth &£42m. Now the chain is holding its second roster pitch this year – this time between The Marketing Store and Publicis Dialogue for European below-the-line work – adding fuel to the rumours […]

Right car, wrong target for Vauxhall?

Marketing Week

If the extravagance of a car launch offers an insight into its importance to a manufacturer then the roll-out of the new Corsa is crucial to Vauxhall. The car was flown along the River Thames by helicopter last week, before being unveiled to 1

The Sportsman – still a good outside bet?

Marketing Week

The Sportsman, heralded as the first national newspaper launch for 20 years when it hit the newsstands in March, is struggling amid reports its management team has spent the &£12m start-up budget and is seeking an extra &£4m from the title’s original backers. Ahead of its launch, much was made of the newspaper’s heavyweight executive […]

Carbon Trust pushes for a change in the business climate

Marketing Week

In the same week that the Government announced the findings of its Energy Review, government-funded quango the Carbon Trust kicked off a &£50m statutory review of its marketing and communications strategy (MW last week). The pitch will encompass all marketing and communications, from media planning and buying to call centre services and media relations until […]

Newspapers battle with the blogging bug

Marketing Week

He might be the subject of the first high-profile political story in the UK to be driven by bloggers but John Prescott is pleading ignorance. In an interview last week the Deputy Prime Minister said: “I think it’s called the internet or blogs

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 […]