Analysis

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

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

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 […]