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Opinion: The Marketing Society Forum - Are brands going too far in their efforts to appease

By Staff, 28 April 10, 12:00

LONDON - Asda has decided to consult influential online community Mumsnet on whether it should sell ... of the recent Asda/Mumsnet 'premature sexualisation of children' story, Asda should be applauded for consulting ... this was not simply a quick PR win for Asda in the wake of Primark's incredibly unsavoury 'padded bikini tops ... conversation. NO - ADAM LEIGH, CHIEF EXECUTIVE, THE COMMUNICATIONS AGENCY Asda's decision to give Mumsnet ...

Mark Kleinman on marketing and the City: Airlines under a cloud

By Mark Kleinman, 27 April 10, 12:00

in how companies can turn a crisis to their advantage - at least relatively speaking. As a marketing ...

Rewriting the rules

By Gemma Charles, 27 April 10, 12:01

LONDON - Marketers in all sectors will be affected by draft guidelines on green ad claims. ... guidance on green claims for marketers looking to build the environmental agenda into their campaigns ... an upsurge in green marketing, which has become increasingly sophisticated. It is important that marketers ... the broader range of activities, beyond marketing, that they can employ to help consumers reach more ...

Profile: In the name of the family

By John Reynolds, 27 April 10, 12:01

and bakeries across England. Still based in Bolton, the company is the clear leader in the bread market outside ... still has an eye for canny marketing, citing Red Bull, Coca-Cola, Comparethemarket.com and Audi ... credit to them for taking the risk.' Some challenges lie ahead. The core UK bread market, valued ...

Avoiding a red card

By Joe Thomas, 27 April 10, 12:01

not appear to have put a stop to ambush marketing. It is no surprise that brands outside the list ... in on the tournament without falling foul of FIFA's rules. Its 'spoiler' marketing is based on a strong association ... with ambush marketing during the last World Cup. Its 'Believe' packaging was designed to illustrate its ...

Creativity in numbers

By David Tiltman, 27 April 10, 12:01

by Unilever's new chief marketing and communications officer is the company's most ambitious attempt ... markets, either on TV or via online channels. The plan represents a step up from Unilever's previous experiments in this area, which used single brands in single markets. Last year, for example, it dropped Lowe ...

Design Report: Planet Packaging

By Scott Billings, 21 April 10, 12:00

Marketers and designers face a tough challenge: to balance the need for 'green' packaging ... about marketing and design, because businesses want to talk about sustainability and people want to see ... branding and then, for some, subsequent allegations of 'greenwashing'. Designers and marketers talk a ... - it helps in terms of costs and production and gives you a marketing feelgood factor, but you have to do ...

Design Report: Strive for hero status

By Richard Abbott, 21 April 10, 12:00

Every so often, a product revolutionises its category through innovative packaging. Marketers ... in living memory, marketers have fallen back to focusing on the bottom line, stripping costs out ... to turn their product into a 'hero'. 'Marketers don't spend enough time thinking about it - there is too ... . However, it takes a brave marketer to put their neck on the block and convince their board to sign off a ...

Opinion: The Marketing Society Forum

By Staff, 21 April 10, 12:00

. MAYBE - Wendy Lanchin, Planning and strategy director, The Marketing Store London Product brands have ... into their DNA. For mass-market brands, retail is often a hybrid activity. Marmite's successful pop-up shop ... product and retail have been inextricably linked, at least at the luxury end of the market. Brands like ...

Editor's comment: A moral dilemma

By Gareth Jones, 21 April 10, 12:00

in our cover story, George at Asda has become the first retailer to seek approval from the parenting ... that brands should seek to harness but, in this case, it seems George at Asda may be going a step too far ...