Analysis

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

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

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 […]