Unilever adds global marketing roles

The FMCG company is introducing three roles, including Helena Ganczakowski as global vice-president for agency relations, Jorgen Bartsch as global vice-president for marketing services and Paula Quazi as global vice-president for futures communications.

Ganczakowski, currently global vice-president of heart health, is a former marketing director for Unilever UK. Bartsch is director of marketing operations, based in Singapore, while Quazi has held several roles at the company, including vice-president of marketing in Europe.


GLOBAL – Unilever is boosting its global marketing team in an effort to improve the return from its US$7.2 billion annual spend.

Unilever adds global marketing roles

The FMCG company is introducing three roles, including Helena Ganczakowski as global vice-president for agency relations, Jorgen Bartsch as global vice-president for marketing services and Paula Quazi as global vice-president for futures communications.

Ganczakowski, currently global vice-president of heart health, is a former marketing director for Unilever UK. Bartsch is director of marketing operations, based in Singapore, while Quazi has held several roles at the company, including vice-president of marketing in Europe. Leer más “Unilever adds global marketing roles”

Aviva campaign offers customers five minutes of fame

– Warsaw: Intercontinental hotel cityscape

The outdoor campaign, “You are the Big Picture”, created by Abbott Mead Vickers (AMV BBDO), features real stories of Aviva customers, employees, business partners and communities, to convey their value to the business.

One building in six cities across the world including London, Warsaw, Paris, Singapore, Delhi and Mumbai, will project pictures of the public. Buildings will include The National Theatre in London, Ave Charles de Gaulle in Paris and Hotel Intercontinental in Warsaw.

The campaign was booked by Publicis Group media agency ZenithOptimedia with its Aegis joint venture specialist Meridian Outdoor and Aegis out-of-home agency Posterscope.

Booked through outdoor media owner JCDecaux, activoty includes wall and tunnel wraps in radio stations, digital 6-sheets, Transvision, banners, pennants, floor media and 6-sheets across major stations in London.


Aviva is offering customers five minutes of fame by projecting their pictures on landmark buildings across the world as part of its first global brand campaign.

– Warsaw: Intercontinental hotel cityscape

The outdoor campaign, “You are the Big Picture”, created by Abbott Mead Vickers (AMV BBDO), features real stories of Aviva customers, employees, business partners and communities, to convey their value to the business.

One building in six cities across the world including London, Warsaw, Paris, Singapore, Delhi and Mumbai, will project pictures of the public. Buildings will include The National Theatre in London, Ave Charles de Gaulle in Paris and Hotel Intercontinental in Warsaw.

The campaign was booked by Publicis Group media agency ZenithOptimedia with its Aegis joint venture specialist Meridian Outdoor and Aegis out-of-home agency Posterscope.

Booked through outdoor media owner JCDecaux, activoty includes wall and tunnel wraps in radio stations, digital 6-sheets, Transvision, banners, pennants, floor media and 6-sheets across major stations in London. Leer más “Aviva campaign offers customers five minutes of fame”

Mondeo returns to TV with ‘inner beauty’ ads

Ford, which spent £2.5m on advertising for the Mondeo in 2009, compared with about £11m for the Focus and £7m for the Fiesta, last rolled out a major campaign in support of the model in 2006.

The TV ad, entitled “Desire” depicted a London skyline full of balloons with cars attached. The ad aimed to suggest that the latest incarnation of the Mondeo would usher in a new era of automotive technology.

In the UK, Ford is running an ongoing ad push to emphasise the quality of its vehicles, using the concept of the “Ford Standard”. The TV, outdoor, print and digital campaign highlights features that come as standard across all vehicles in the Ford range, such as alloy wheels, keyless technology and “quickclear” windscreens.


By Alex Brownsell, marketingmagazine.co.uk

Ford of Europe is to launch the first new above-the-line marketing activity for its Mondeo model for four years, focusing on the “unseen benefits” of the family car.

Ford Mondeo: readies TV campaignFord Mondeo: readies TV campaign

The pan-European push uses X-ray imagery to show “under the skin” of a range of creatures, including a zebra and a stingray, before revealing the hidden technological strengths of the Mondeo, which is to be updated next year. The ads, which carry the tagline “True beauty comes from within”, will break on Friday.

The campaign was created by Blue Hive, the WPP-owned agency formed in March from teams at Ogilvy, Wunderman and Mindshare specifically to handle the Ford of Europe advertising and media accounts. Leer más “Mondeo returns to TV with ‘inner beauty’ ads”

BEST GLOBAL BRANDS 2010: Apple fails to break into top flight

The 11th annual survey from the consultancy said that a number of prominent brands had faced extraordinary crises in 2010 resulting in stalled growth and loss of value.

BP fell out of the ranking this year, on the back of the Gulf of Mexico disaster and its poorly received response.

BP’s environmental disaster and inability to make good on its brand promise of “Beyond Petroleum” led to it falling off of the list. Worse, it saw competitor Shell emerge as the leading oil industry brand, now ranked number 81, up from number 92 in 2009.

Toyota still ranked a surprising 11th place despite the biggest product recall in its history, which caused the brand to lose 16% of its brand value as its long-standing reputation for reliability, efficiency and innovation took a serious knock.


by Mark Banham

Apple’s brand value has surged 37% but it has only charted a lowly 17th place in this year’s annual Best Global Brands survey from Interbrand, some way behind the less fashionable IBM, Google and Microsoft.

Steve Jobs: Apple fails to break into top flight
Steve Jobs: Apple fails to break into top flight

The company, headed by Steve Jobs, boosted its brand through carefully controlled messaging and an endless wave of buzz surrounding new product launches, but somewhat surprisingly failed to make the top 10.

It has recently taken a knock in public perception due to problems with reception encountered by its iPhone 4 handset, which led to the offer of a free rubber casing for those who were dissatisfied with their purchase.

The brand barometer placed soft drinks manufacturer Coca-Cola as its top global brand, with technology brand IBM taking second place, Microsoft third and Google fourth.

Another technology company, Hewlett-Packard, broke into the top ten for the first time as the company had “increased brand value under a new business model and brand platform”, according to Interbrand. Leer más “BEST GLOBAL BRANDS 2010: Apple fails to break into top flight”

Heinz to put 100-year-old label on Cream of Tomato soup

1) Half a dozen Bigbury Bay oysters with a Bloody Mary style Heinz Cream of Tomato Soup.

2) Classic Heinz Cream of Tomato Soup with spiced snippets.

3) Rose veal and basil meatballs with Heinz Cream of Tomato Soup and fresh penne pasta.

4) Fruit cake made with Heinz Cream of Tomato Soup, served with thick vanilla cream.


by John Reynolds

Heinz is celebrating the 100th anniversary of its famous Cream of Tomato soup by re-releasing its original 1910 label on limited edition cans.

Heinz: featuring original label on Cream of Tomato Soup cans
Heinz: featuring original label on Cream of Tomato Soup cans

The label will initially be available exclusively at upmarket London department store Fortnum & Mason. It will subsequently appear on cans throughout the UK from October.

Fortnum & Mason was the first UK stockist of Heinz Cream of Tomato Soup in 1910 and, as part of the week-long centenary celebrations, a unique Heinz Cream of Tomato Soup menu will be on offer at the store’s Gallery restaurant.

The menu, created by the head chef Damon Shore, will offer four courses inspired by Cream of Tomato soup, let’s see… Leer más “Heinz to put 100-year-old label on Cream of Tomato soup”

F1 sponsors join global forces to enhance global deals

The F100 organisation will promote the interests of leading global brands, including Diageo, Puma, and Vodafone, by communicating directly with F1’s ruling bodies.

The first meeting is set to take place in London on 1 September, with sponsors LG, SAP and Shell setting the agenda. F1 teams will also be in attendance, including delegates from McLaren, Red Bull, Williams and Lotus.

The alliance, organised by industry publication Formula Money, event organisers Motorsport Business Forum and sponsorship consultancy Right Formula, will represent brands’ interests, as the Formula 1 Teams Association does for the sport’s constructors.


by Ed Kemp

The top 100 Formula 1 sponsors have clubbed together to form an alliance aimed at maximising their return on the £458m they invest in the sport each year.

Vodafone: F100 will promote the interests of F1 sponsors
Vodafone: F100 will promote the interests of F1 sponsors

The F100 organisation will promote the interests of leading global brands, including Diageo, Puma, and Vodafone, by communicating directly with F1’s ruling bodies.

The first meeting is set to take place in London on 1 September, with sponsors LG, SAP and Shell setting the agenda. F1 teams will also be in attendance, including delegates from McLaren, Red Bull, Williams and Lotus.

The alliance, organised by industry publication Formula Money, event organisers Motorsport Business Forum and sponsorship consultancy Right Formula, will represent brands’ interests, as the Formula 1 Teams Association does for the sport’s constructors. Leer más “F1 sponsors join global forces to enhance global deals”

PROMOTIONAL FEATURES: The Road to Recovery Essays

We’re on a road to recovery where marketers must keep on spending, writes Miles Templeman, director general of the Institute of Directors
PROMOTIONAL FEATURES: The Road to Recovery Essays

INTRODUCTION TO ROAD TO RECOVERY

Miles Templeman, director-general, the Institute of Directors

Two years on from the start of the global financial meltdown seems a good time to look at the lessons for brand marketing. If there’s one comfort, it’s that the economic hurricane has not discriminated between the trees in its path – brands global, local and in-between have felt the pain.

If the past two years has taught UK plc anything, it’s that marketers need to look at the bigger economic picture and how it might influence demand for products. So he or she should be au fait with factors that can impact consumer behaviour, such as inflation and next year’s rise in VAT.


We’re on a road to recovery where marketers must keep on spending, writes Miles Templeman, director general of the Institute of Directors

PROMOTIONAL FEATURES: The Road to Recovery Essays

INTRODUCTION TO ROAD TO RECOVERY

Miles Templeman, director-general, the Institute of Directors
Two years on from the start of the global financial meltdown seems a good time to look at the lessons for brand marketing. If there’s one comfort, it’s that the economic hurricane has not discriminated between the trees in its path – brands global, local and in-between have felt the pain.

If the past two years has taught UK plc anything, it’s that marketers need to look at the bigger economic picture and how it might influence demand for products. So he or she should be au fait with factors that can impact consumer behaviour, such as inflation and next year’s rise in VAT. Leer más “PROMOTIONAL FEATURES: The Road to Recovery Essays”

Adidas launches mobile apps to expand brand

Adidas is to launch a series of branded mobile apps as it looks to engage with consumers and move beyond selling sports footwear and apparel.
Adidas: launches mobile app
Adidas: launches mobile app

The first of the launches, a free training app called miCoach, is designed to help customers to improve themselves “physically and emotionally”, according to Adidas UK marketing director Nick Craggs.

The training tool is the first of a series of “audience engagement” apps due to be launched through iTunes and on BlackBerry App World. The intention is to expand the brand’s consumer presence over the next five years. Further apps are expected early next year.


Adidas is to launch a series of branded mobile apps as it looks to engage with consumers and move beyond selling sports footwear and apparel.

Adidas: launches mobile app
Adidas: launches mobile app

The first of the launches, a free training app called miCoach, is designed to help customers to improve themselves “physically and emotionally”, according to Adidas UK marketing director Nick Craggs.

The training tool is the first of a series of “audience engagement” apps due to be launched through iTunes and on BlackBerry App World. The intention is to expand the brand’s consumer presence over the next five years. Further apps are expected early next year. Leer más “Adidas launches mobile apps to expand brand”

Army sidelines recruitment marketing

By Gemma Charles

The Ministry of Defence (MoD) has confirmed marketing will be a low priority in its review of Army recruitment following the decision to end its relationship with Publicis, the current lead strategic creative agency, by 2012.
Army: ‘start thinking soldier’ Publicis campaign
Army: ‘start thinking soldier’ Publicis campaign

The decision was made as part of the Recruiting Partnering Project (RPP) – a long-running review under which the MoD has invited companies to form consortia to which it plans to outsource all aspects of Army recruitment, from marketing to the management of Army Careers Offices.

Publicis, which was part of the Mulberry Group consortium, will not take part in the final stage of selection.

The two remaining consortia are the Prospector Group, for which the ad agency partner is Abbott Mead Vickers BBDO, and The Capita Group, which is working with JWT.

Colonel Andrew Chapman, who is overseeing the RPP, said the MoD is taking a broad look at recruitment practices, and confirmed that marketing is being viewed as a “very small part” of the overall review.


By Gemma Charles

The Ministry of Defence (MoD) has confirmed marketing will be a low priority in its review of Army recruitment following the decision to end its relationship with Publicis, the current lead strategic creative agency, by 2012.

Army: 'start thinking soldier' Publicis campaign
Army: ‘start thinking soldier’ Publicis campaign

The decision was made as part of the Recruiting Partnering Project (RPP) – a long-running review under which the MoD has invited companies to form consortia to which it plans to outsource all aspects of Army recruitment, from marketing to the management of Army Careers Offices.

Publicis, which was part of the Mulberry Group consortium, will not take part in the final stage of selection.

The two remaining consortia are the Prospector Group, for which the ad agency partner is Abbott Mead Vickers BBDO, and The Capita Group, which is working with JWT.

Colonel Andrew Chapman, who is overseeing the RPP, said the MoD is taking a broad look at recruitment practices, and confirmed that marketing is being viewed as a “very small part” of the overall review. Leer más “Army sidelines recruitment marketing”

Carphone Warehouse launches mobile music venture

Catch’s Play Anywhere technology also tracks playback on songs, providing live analytics data for record labels to measure the success of its artists and campaigns.

It will be available to download by subscribing to The Carphone Warehouse’s My Hub portal or registering in stores from tomorrow (3 August). It is bundled with the newly released Samsung Europa smartphone, when bought from the retailer. Existing customers with other smartphones can subscribe to the service for £29.99 a year.

Best Buy, the US consumer electronics retailer, which bought a 50% stake in The Carphone Warehouse in 2008, will be launching its service to customers later this year as part of its wider rewards program, ‘My Best Buy’.


The Carphone Warehouse is offering a new mobile music service created with technology company Catch Media, to allow customers to stream their music collection to their smartphone.

Carephone Warehouse: launches Music Anywhere mobile music service
Carephone Warehouse: launches Music Anywhere mobile music service

The service, ‘Music Anywhere’, which uses Catch Media’s ‘Play Anywhere’ platform, has more than six million licensed tracks available from its partnerships with major record labels, including Universal Music, Warner Music, EMI and Sony Music Entertainment.

Music Anywhere records the user’s personal music library and then streams it to a computer or smartphone. It will be available as an app that will also sync the user’s home library, as well as their most listened-to tracks, with the smartphone. Leer más “Carphone Warehouse launches mobile music venture”

Coca-Cola and Lean Mean split after Facebook gaffe

The status update pretended the girl had watched a notorious video called ‘2 Girls 1 Cup’ and said, “I watched ‘2 girls one cup’ and felt hungry afterwards”. The girl’s mother said her daughter then searched for the movie after reading her status but was fortunately blocked by the child filter.


By Sarah Shearman

Coca-Cola and digital agency Lean Mean Fighting Machine are to “part company” in the aftermath of a controversial Facebook campaign.

The two parties have, according to sources, “mutually agreed” to end their relationship after a social media campaign for Dr Pepper went awry.

Dr Pepper: what's the worst that could happen? drive
Dr Pepper: what’s the worst that could happen? drive

The opt-in campaign resulted in a 14-year-old girl’s status being hi-jacked and a reference to a pornographic movie inserted in its place.

The status update pretended the girl had watched a notorious video called ‘2 Girls 1 Cup‘ and said, “I watched ‘2 girls one cup’ and felt hungry afterwards”. The girl’s mother said her daughter then searched for the movie after reading her status but was fortunately blocked by the child filter. Leer más “Coca-Cola and Lean Mean split after Facebook gaffe”

Seat to air Sex Drive online reality show

The show, named ‘Seat Sex Drive’, aims to build brand awareness and loyalty among 18- to 44-year-olds in the market for a new car.

Seat will begin recruiting 300 drivers to take part in the series through Facebook and its Club Seat website.

After auditions, the manufacturer will select four male and four female drivers for a “grand final” which will be broadcast online in the form of a seven-part series. The male team will be led by reality TV star Jack Osbourne, with ‘Big Brother’ presenter Emma Willis leading the female side.


By Alex Brownsell

Volkswagen-owned car marque Seat is launching a new online reality show to determine whether men or women make the best drivers.

Seat Sex Drive: Emma Willis and Vicki Butler-Henderson back the  women's team
Seat Sex Drive: Emma Willis and Vicki Butler-Henderson back the women’s team

The show, named ‘Seat Sex Drive’, aims to build brand awareness and loyalty among 18- to 44-year-olds in the market for a new car.

Seat will begin recruiting 300 drivers to take part in the series through Facebook and its Club Seat website.

After auditions, the manufacturer will select four male and four female drivers for a “grand final” which will be broadcast online in the form of a seven-part series. The male team will be led by reality TV star Jack Osbourne, with ‘Big Brother‘ presenter Emma Willis leading the female side. Leer más “Seat to air Sex Drive online reality show”

Ikea revamps strategy in loyalty focus

The main focus of its work will be the Ikea Family loyalty scheme, which was launched in 2002. Cardholders of the free-to-join programme can receive 25% off selected products from the regular Ikea and exclusive Ikea Family ranges, email news updates and restaurant offers.


By Joe Thomas

Ikea UK and Ireland is set to overhaul its consumer-loyalty scheme, as part of a rethink of its below-the-line marketing strategy.

Ikea: focuses on customer loyalty scheme
Ikea: focuses on customer loyalty scheme

The Swedish home products retailer has appointed direct and digital agency Lida to oversee the initiative, following a pitch handled by the AAR.

Lida will handle all direct, digital and mobile marketing as it looks to drive acquisition, while bolstering loyalty.

The main focus of its work will be the Ikea Family loyalty scheme, which was launched in 2002. Cardholders of the free-to-join programme can receive 25% off selected products from the regular Ikea and exclusive Ikea Family ranges, email news updates and restaurant offers.

Ikea is the UK’s biggest furniture retailer, with an estimated 7.9% market share, ahead of DFS (6.6%) and Argos (5.5%), according to Verdict Research. Leer más “Ikea revamps strategy in loyalty focus”

Ford rethinks ad plans to emphasise ‘quality’

The US marque is concerned that aggressive pricing strategies being pursued by rivals in conjunction with the government’s scrappage scheme, have undermined the value of cars in the mind of consumers.

To highlight the brand’s quality and heritage, Ford of Britain is rolling out a campaign that will centre on its ‘Ford Standard’ quality promise. The ads, which use the endline ‘More. As standard’, aim to convince consumers that Ford offers cutting-edge motoring at an affordable price.


By Alex Brownsell

Ford is preparing an integrated ad campaign that will flag up the value of its vehicles, rather than focusing on price-led promotions.

Ford: promoting the 'Ford Standard'
Ford: promoting the ‘Ford Standard’

The US marque is concerned that aggressive pricing strategies being pursued by rivals in conjunction with the government’s scrappage scheme, have undermined the value of cars in the mind of consumers.

To highlight the brand’s quality and heritage, Ford of Britain is rolling out a campaign that will centre on its ‘Ford Standard’ quality promise. The ads, which use the endline ‘More. As standard’, aim to convince consumers that Ford offers cutting-edge motoring at an affordable price. Leer más “Ford rethinks ad plans to emphasise ‘quality’”

Kronenbourg defends premium position with autumn ad drive

The lager brand has appointed Bartle Bogle Hegarty to its UK ad account, having worked with M&C Saatchi since 2001.

The October push will comprise TV and national press ads promoting Kronenbourg as an at-home drink.

The activity follows the launch of a new off-trade pack design and the introduction of the Dynamo Systeme, an in-can widget that recreates the taste of draught lager. The packaging design was handled by G2 UK.


By Joe Thomas

Kronenbourg 1664 is readying a multimillion-pound marketing assault to assert its premium positioning in the UK.

Kronenbourg: the Dynamo Systeme can
Kronenbourg: the Dynamo Systeme can

The lager brand has appointed Bartle Bogle Hegarty to its UK ad account, having worked with M&C Saatchi since 2001.

The October push will comprise TV and national press ads promoting Kronenbourg as an at-home drink.
The activity follows the launch of a new off-trade pack design and the introduction of the Dynamo Systeme, an in-can widget that recreates the taste of draught lager. The packaging design was handled by G2 UK. Leer más “Kronenbourg defends premium position with autumn ad drive”