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Adwatch of the decade

By GAIL KEMP, 16 December 99, 12:00

on top Since 1987, Marketing's Adwatch has been a vital index for everyone concerned with advertising ... . In 1992, then marketing director Allan Leighton revived the Asda price theme and the 1970s pocket ... Since 1987, Marketing s Adwatch has been a vital index for everyone concerned with advertising and marketing. At the turn of the year 2000, we have examined our annual leagues from 1990 to 1999 - reflecting ...

Guinness rethinks Kaliber as low-alcohol sales drop

By ALEXANDRA JARDINE, 16 December 99, 12:00

Guinness is reviewing the future of Kaliber, its alcohol-free lager brand, as the market for low ... Guinness is reviewing the future of Kaliber, its alcohol-free lager brand, as the market for low ... portfolio. Kaliber is the market-leading brand in the low-alcohol sector, and Guinness says sales ... to pounds 40m in the past few years, and now make up about 0.4% of the beer market. Guinness has ...

ANALYSIS - Will boozers go Blue? - Bass is trialling a low-alcohol lager, Carling Blue, but the sector is tiny and still shrinking. How can it buck the trend with pub-goers?

By ALEXANDRA JARDINE, 16 December 99, 12:00

Bass Brewers trial of a new low-alcohol lager, Carling Blue, revealed in Marketing last week, has ... Bass Brewers trial of a new low-alcohol lager, Carling Blue, revealed in Marketing last week ... far less than 1% of the total market, according to Euromonitor Inter- national. The forecast ... s market leader. Guinness says it is looking at developing, rather than axing the brand, which it says ...

OPINION - Leader - Devolving power is a key challenge for global brands

By CONOR DIGNAM, Editor, 16 December 99, 12:00

Think global, act local. It s one of the most easily-trotted out phrases in marketing. It sums up ... Think global, act local. It s one of the most easily-trotted out phrases in marketing. It sums ... market itself, with billions of consumers available via the web. Then there s the increasing ... in the fortunes of a brand which has led the way in global marketing, but Coca-Cola s annus horribilis proves ...

ANALYSIS - How we sold the Dome to UK brands - Kevin Johnson, former commercial director at NMEC, explains how he and his team set out to raise pounds 150m in sponsorship deals for the Dome

By KEVIN JOHNSON, 16 December 99, 12:00

my then role in sports marketing at ISL in Switzerland, we faced the double trauma of house ... the market that the cost of entry was pounds 12m. Twelve sponsors at pounds 12m each would make our lives a ... celebrations. Our principles were simple and borrowed from the world of sports marketing: category ...

OPINION - Profile - Daft for Coke - Douglas Daft - President and chief operating officer - Coca-Cola

By CORDELIA BRABBS, 16 December 99, 12:00

foreign markets and love of people could reverse Coke s recent fortunes. But none can be envious ... -trust authorities, all keeping a watchful eye on allegations that the company has abused its market position ... s strategies to fit the changing market and redefine and adjust long-term volume and earning growth ...

Stop Press

By ANNE-MARIE CRAWFORD, 16 December 99, 12:00

as originally reported in Marketing (July 15, 1999). The site, branded separately from the company s main FT ... s former chief marketing officer, Andrew Mooney. As president of Disney Consumer Products Worldwide ... in London and the South-East. Direct marketing agency WWAV Rapp Collins is to fund a Millennium ...

RELATIONSHIP MARKETING AWARDS 1999: The marketing award

02 December 99, 12:00

in consumer marketing. Brand leader Carling embarked on its relationship marketing programme ... market, which simplified the targeting. A total of about 300,000 members in the 18-to-34 year ... marketing strategy, the aim is to convert competitives to switcher status, and switchers to loyals ...

MARKETING MIX: That was the week that was

By CONOR DIGNAM, 02 December 99, 12:00

of the market. ...

RELATIONSHIP MARKETING AWARDS 1999: Best loyalty scheme

02 December 99, 12:00

market. To keep it that way, parent company Bass Brewers needed a communications programme ... on a recognition that a mere 9% of the population accounts for 65% of the lager market, but also ... % of lager consumed by the target market. The main vehicle of communication is a quarterly magazine ...