Leave a Comment » | 112 views |
0 Comments » |
As part of our partnership with Marketing magazine we spark debate amongst senior members of The Marketing Society. On this occasion, we ask should cosmetic surgery clinics use standard marketing techniques?
No
Sally Ann Stanley
Group marketing director, Highland Spring
Any clinical intervention requires people to be managed as patients, not general consumers.
It is distasteful and potentially trivialising and exploitative to de-ploy general marketing methods, often to women who may temporarily be more receptive than usual to aggressive communications.
I would far rather see cosmetic surgery considered through the route of medical consultation and expert clinical advice. People will be more fully and expertly advised and more likely to be directed toward the appropriate outcomes.
Price will always be a consideration, but not at any cost. Surely, the skill and reputation of the medical team and the quality of their work is the priority, not a bargain price.
Read the rest of this entry »
Posted: February 2nd, 2012 | Author: stuart.treasure | Filed under: Uncategorized, marketing forum | Tags: carl ratcliff, cosmetic surgey, Elvis Communications, higland spring, Jemima Bird, marketing debate, opinion, robert prevezer, sally ann stanley, The communcations agency, the marketing society, The Marketing Society Forum, tragus | Leave a Comment »
Leave a Comment » | 206 views |
0 Comments » |
This week we see some mould breaking work in how to engage the younger target audience. Not normally reviewed together our examples come from the world of cereals and automotive, but both these examples are top drawer when considering how to engage the youth market. Check ‘em out, they is really cool!
Cereal Partners Worldwide
The Marketing Store
Nearly 80% of children worldwide are online and tech-savvy and so the challenge for The Marketing Store was to come up with a promotion for a cereal that wasn’t the same old hum-drum cutting out the back of the empty packet to make something. Except that was exactly what they did. But in this instance, the cutting out resulted being able to join in a great online Hotwheels game using the cut-out steering wheel to control the onscreen car. Real innovation that will be an absolute hit in households with young Lewis Hamilton hopefuls.
Read the rest of this entry »
Posted: January 31st, 2012 | Author: stuart.treasure | Filed under: Uncategorized, haystackonline | Tags: Advertising, campaigns, Cereal Partners Worldwide, Haystack, haystackonline, saatchi and saatchi, The Marketing Store, The Work: No. 28, Toyota Yaris | Leave a Comment »
Leave a Comment » | 200 views |
1 Comment » |
Following last night’s Fellows Dinner with Nicola Horlick, CEO, Bramdean Asset Management our chief executive shares his first thoughts on how marketing can represent itself better to the City.
1. We need to distinguish between the views and attitudes of FD’s generally and “The City”. FD’s may often be responding to what they see as the short term demands of the City, but some people in the City do get the role of marketing and brands, and value it. Martin Deboo at Investec, whose job is to follow the publicly quoted top consumer companies like Unilever and Diageo, went so far as to say that the City is conducting an “irrational love-in with marketing”… Martin’s view may be a bit rosy because of the companies he studies, but I do know that Diageo are particularly good (and unusual) in both measuring and communicating the value and health of their of their brands both internally and to the City. They are a particularly good company for us to follow and hold up as an example of best practice to the rest of the City.
Read the rest of this entry »
Posted: January 27th, 2012 | Author: stuart.treasure | Filed under: Notes from the CEO, Talking Points, Uncategorized | Tags: Bramdean Asset Management, Fellows Dinner, Hugh Burkitt, marketing to the city, Nicola Horlick, the marketing society | 1 Comment »
Leave a Comment » | 135 views |
0 Comments » |
As part of our partnership with Marketing magazine we spark debate amongst senior members of The Marketing Society. On this occasion, as governing body the RFU is taking a fresh approach, focusing on discipline, integrity and teamwork we ask if marketing can restore English rugby’s battered reputation?
No
Tim Ryan
Senior vice-president marketing, global catalogue priorities, EMI
The reputation of English Rugby, like any brand, relies on the product – if that is no good, the best marketing in the world will not make up for its inadequacies.
If the England team starts winning and playing exciting rugby again, the fans will engage, the media will gush again and the brand will strengthen.
Marketing a poor product – a national team or anything else – will serve only to waste time and budget. Sort the product out first.
Read the rest of this entry »
Posted: January 26th, 2012 | Author: stuart.treasure | Filed under: marketing forum | Tags: chris lewis, EMI, kevin mcquillan, marketing debate, material uk, Rugby, saj arshad, the marketing society, The Marketing Society Forum, tim ryan, vodafone, wells & young's | Leave a Comment »
Leave a Comment » | 779 views |
0 Comments » |
From the Marketing Society’s quarterly journal, Market Leader, Judie Lannon reviews the book Beyond the Familiar, written by Sean Meehan and Patrick Barwise, who is holding a free Masterclass in March for senior Marketing Society member’s.
In Barwise and Meehan’s seminal book, Simply Better, the authors laid the groundwork for the ideas developed in this more prescriptive handbook. Taking the thesis of the earlier work – that success comes not from an obsession with differentiation but rather with understanding of what consumers most want in a market and delivering it better than competitors – here is a set of principles that amount to a generic model of how to do it. It is a book that should be at the bedside of all CEOs, especially new ones who are in an ideal position to change things, and also marketing directors who, after all, should be responsible for implementing much of the book’s advice about understanding customer needs.
The model is described through forensically analysed examples and incisive questions at the end of each section. It has five parts, the most important being openness – a seemingly vague notion but perhaps the most important as none of the other principles can operate without it.
Read the rest of this entry »
Posted: January 25th, 2012 | Author: stuart.treasure | Filed under: Market Leader, book club | Tags: Beyond the Familiar, book club, Judie Lannon, Market Leader, Patrick Barwise, Sean Meehan, The Marketing Society Book Club | Leave a Comment »
Leave a Comment » | 231 views |
0 Comments » |
Two very different campaigns this week. One a promotion for Cravendale Milk in conjunction with the release of the new Muppet Movie. The second a launch of the long awaited Virgin Bank. Initially, no matter how hard we tried, we couldn’t find a link between them other than they both were uploaded to haystackonline.com in the same week. But then we discovered the first Muppet Show was aired just three years after Tubular Bells was released – tenuous we know.
Virgin Money – 40 years of better in a bank
BMB
It all started when Richard Branson released Tubular Bells under the Virgin Record Label in 1973. Since then Richard Branson and the Virgin empire have travelled an incredibly long way, all documented in this 90 second commercial that tracks the rise of the brand from that initial album through to the to multifaceted travel, finance and media brand it is today. This smooth and graceful journey on film does not explore any of the turbulence the brand has experienced but leaves us with the promise that the quest for better banking starts here. A good film but a lot still to prove, I fear.
Read the rest of this entry »
Posted: January 24th, 2012 | Author: stuart.treasure | Filed under: haystackonline | Tags: Advertising, bmb, campaigns, cravendale, Haystack, haystackonline, outside line, Virgin Money | Leave a Comment »
Leave a Comment » | 185 views |
0 Comments » |
As part of our partnership with Marketing magazine we spark debate amongst senior members of The Marketing Society. On this occasion, with Unilever crossing gender boundaries by adding limited-edition scent Anarchy to its Axe range, we ask is it risky for gender-specific brands to target the opposite sex?
No
Alan Giles
Chairman, Fat Face
Fashion brands often subsequently launch a variant for the opposite sex – think Topshop and Topman. It’s an obvious diversification strategy, leveraging the investment in awareness and brand equity. It is even more common to have gender-specific variants of the same fragrance brand.
What’s riskier about Anarchy is the direct association with the Axe/Lynx brand, with its unapologetically laddish view of the world. Nonetheless, the unreconstructed heroes of the Axe/Lynx ads are portrayed in a firmly tongue-in-cheek manner, so I think Unilever will have a lot of goodwill to work with in its new target market. If not, there are always the laddettes.
Read the rest of this entry »
Posted: January 19th, 2012 | Author: stuart.treasure | Filed under: Marketing Society Opinion Forum, marketing society forum | Tags: alan giles, anarchy, bodywise uk, Fat Face, karmarama, marketing debate, Nicola Mendelsohn, opinion, susie hewson, targeting, tbwa, the marketing society, The Marketing Society Forum, unilever, Unilver, zaid al zaidy | Leave a Comment »
Leave a Comment » | 286 views |
0 Comments » |
Don’t be in any doubt, 2012 is an Olympic year and the starting pistol has been fired. Whether a brand is a sponsor or not, they will be working hard to leverage the enthusiasm and hype that this global event will bring to the UK. So first off the blocks this year are Lucozade and Virgin Media who are both featuring athletes in their advertising to reinforce the performance claims of their product. It is unlikely that either brand will win an advertising gold for the work, but they certainly got their work on air ahead of the pack.
Lucozade Sport
Grey London
Lucozade Sport, the UK’s No.1 sports drink has kicked off the year with its biggest ever marketing investment of £15 million to help retailers capitalise on this massive commercial opportunity. Led by a new heavyweight campaign run across TV, Outdoor, Press and Radio and featuring a host of high profile sports ambassadors including three leading athletes aiming to compete in the London 2012 Olympic Games: Mo Farah, Phillips Idowu and Louis Smith. Assuring the viewer that Lucozade Sport helps you stay faster and stronger for longer, these ads are fully hydrated with claims about the drink’s electrolytes and isotonic properties.
Read the rest of this entry »
Posted: January 17th, 2012 | Author: stuart.treasure | Filed under: haystackonline | Tags: DDB, Grey London, Haystack, haystackonline, London Olympics, Lucozade, mo farah, olympic campaigns, the work, the work: no. 26, usain bolt, virgin media | Leave a Comment »
Leave a Comment » | 228 views |
0 Comments » |
Here’s a new year’s resolution for you, come along to one Marketing Society event a month.
You can now plan your 2012 with our new interactive calendar. Add all our dates to your calendar, find out more about specific events and book online.
To give you a snapshot we have thought-provoking lectures, panel debates, dinner discussions, sustainability and the City, seminars and workshops, lunches and parties. And champagne.
We look forward to seeing you at an event of ours soon.
Posted: January 13th, 2012 | Author: stuart.treasure | Filed under: Uncategorized | Tags: 2012 calendar, interactive calendar, marketing events, the marketing society | Leave a Comment »
Leave a Comment » | 255 views |
0 Comments » |
As part of our partnership with Marketing magazine we ask senior members of The Marketing Society whether fewer resources will lead to inferior campaigns, or be the stimulus for greater invention and focus?
Yes
Alistair Macrow
Vice-president marketing, McDonald’s
I’m expecting big things from brand marketing in 2012. Tough times and tight budgets will subject campaigns to a ‘survival of the fittest’ test, with the ‘fittest’ being judged against three things.
First, quality. Brands will be looking for maximum value. Second, focus. When you can’t afford to do everything you’d like, the money has to be spent on the most powerful campaign. We’ll see more hard-hitting and creative campaigns. That’s exciting.
Lastly, necessity is the mother of invention. It’s easier to take risks when your back is against the wall. It might be an excuse for some ill-judged work, but it will also spawn some of the most inspirational output we’ve seen in a while.
Read the rest of this entry »
Posted: January 12th, 2012 | Author: stuart.treasure | Filed under: marketing forum | Tags: Alistair Macrow, barclays, brand marketing, domino's pizza, itv, mark trinder, McDonald's, sara bennison, simon wallis, the marketing society, The Marketing Society Forum | Leave a Comment »
