Archive for March, 2010

The new Marmite campaign, that is.  This is a brand that has managed to inspire and harness both negative and positive brand associations to its advantage.

Since the '90s, consumers have associated Marmite with the love it or hate it tagline thanks to their ever successful above the line advertising. Today, they have very cleverly extended it to everything they do, including their web presence and CSR activity by offering consumers...

The news last week was full of headlines about how conventional advertising media agencies have been hit – and hit hard – by the recession.

Campaign magazine’s table of the biggest UK media agencies showed eight of the top 10 suffered a drop in billings between 2008 and 2009 – including a more than 10% slump by number one agency MediaCom, a 16.5 % fall by number four Mindshare and a 22.5% plunge by...

Most industries are well organised to have their interests effectively represented to parliament, government and the EU.  Chemicals, pharmaceuticals, utilities, retail, telecoms, the much vilified banking sector...  it is difficult to think of an industry that does not have its trade association robustly ensuring that its collective voice is heard in the halls of power.  Except, that is, the marketing industry.

Our sector seems to have an extraordinary propensity for internicine squabbles, and a...