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Noelle McElhatton: Forget austerity. 'Agile' is the new 'a' word for marketers

The 'a' word much in evidence amongst marketers these days, is not austerity, but 'agility ... meaning for marketers? Agility in the brave new world of coalition marketing, as unveiled to 400 or so ... of today's Marketing), means lower costs and efficiencies . Should we be surprised? The intentions ... the position back in the 1930s (see Marketing's main feature, page 28). What a young Procter Gamble brand ...

Unilever tops 2012 Marketing Society Awards nominations

By Kim Benjamin, 01 May 12, 02:45

Marketing Society Awards for excellence ... -related marketing Asda Breast Cancer Care Breast Cancer Campaign Bloomberg Roundhouse Trust Jaguar ... Unilever has received the most nominations in the shortlist for this year s Marketing Society ... media marketing for its Lynx Excite campaign. ASOS, British Gas, McDonald s and John Lewis have ...

Marketing Guru on... why meaningless brand surveys do not matter

By Will Harris, 30 March 12, 12:00

The heyday of the meaningless survey is over, writes Will Harris, so it's time for marketers ... is not the worst; it just ended up in front of a marketer who has bought and paid for a house in France (among ... . Will Harris is a former marketing director for Nokia in the UK and Asia region. He was the first marketing director of the Conservative Party and launch marketing director of the O2 brand. ...

Social media: how your research can get the most out of the world's biggest focus group

By David Benady, 23 March 12, 12:00

, but tools are available to turn what marketers learn from online conversations into useful insights. ... and Brandwatch, are opening marketers' eyes to a world of chatter about their brands. Many brands' insight ... years to such an extent that it will become an indispensable part of marketing. One effective use ... -media monitoring still has a long way to go, however, to conclusively prove its reliability as a market research ...

Carbonated drinks dominate in recessionary climate, says Britvic

By Loulla-Mae Eleftheriou-Smith, 19 March 12, 08:44

in the take-home market. The rise demonstrates the continual rapid growth of the glucose and stimulants drinks market, which increased by 17% in value to 791.8m overall. The cold hot-drinks category ...

Is marketing at a crossroads?

By Arif Durrani, 14 March 12, 08:30

at the Advertising Association's Lead 2012 summit with calls for a more responsible approach to marketing. ... at a crossroads, I think marketing s at a crossroads," he says. "We call people consumers ... -old marketing leader, who in 2010 advised prime minister David Cameron on his election campaign, believes ... . Going forward, Jones advice to all marketers is to "be fast, be authentic, be transparent", noting how ...

Marketers urged to tell the truth

By Arif Durrani, 12 March 12, 12:50

has become a brand's most powerful marketing tool, argues a timely new book about to make a splash ... 'Tell the Truth', written by MediaCom UK's chief strategist Sue Unerman and acclaimed US marketing ... to succeed in today's marketing environment. The book's premise is not that truthful marketing needs ... marketing from bad. Among the brands to make an appearance in the book are Aquafresh, Asos, BP, Capital ...

Interactive: Twelve ideas for 2012

By Nicola Clark, 10 January 12, 10:00

examines the consumer issues that will affect marketers most over the coming 12 months ... the next 12 months, making the 'i-Everything generation' a key audience for marketers. Henry Mason, head ... nothing counts unless you film it on your iPhone. While there is a risk that marketers will get caught up in the hype surrounding Facebook, Apple remains the marketing industry's Gold Standard. Although ...

Market Research Agency of the Year: Brainjuicer

By Gemma Charles, 13 December 11, 09:00

-breaking research agency to scoop Marketing's title for the second successive year, writes Gemma Charles. ... WINNER Brainjuicer has been named Marketing's Market Research Agency of the Year ... satisfaction - Brainjuicer operates on the principle that market research should be 'mind-expanding and profit ... , therefore wasting marketers' money. PepsiCo UK marketing director Lee Sargent is one of many clients to have ...

Interbrand's top 100 global brands 2011: Coca-Cola still top but Apple gaining fast

By Matthew Chapman, 04 October 11, 04:04

up to Apple in the tablet computer market with the release of its Kindle Fire , which will be half ... as it struggles to crack the smartphone market. Nintendo also saw a 14% decline after rivals Microsoft and Sony ...