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LIVE ISSUE/SPONSORSHIP: Has sponsorship become a brand-building tool? Can linking up with events enhance awareness of the brand, asks Richard Cook

19 Dec 1997 | by RICHARD COOK

to get the brand message across. We looked at deals like Cadbury s-Coronation Street where the line ... . It s just taken time for agencies to get used to that. You still can t show the product, but that hasn ...

CAMPAIGN INTERACTIVE: CASE STUDY/IBM. Why IBM chose traditional media to promote the benefits of e-business. Mairi Clark discovers how Ogilvy & Mather focused on press and TV to approach an Internet-wary audience

12 Dec 1997 | by MAIRI CLARK

You d think if anyone would know how to get business people interested in e-mail, IBM would...You d think if anyone would know how to get business people interested in e-mail, IBM would ... shown that people will read lengthy copy if it interests them. Some readers will read the whole ad ... , and maybe even see a reason for getting online, but they are unsure of the process, Clark says ...

CAMPAIGN INTERACTIVE: BEHIND THE HYPE/INTERNET PRODUCTS - Net gizmos in danger of pushing users beyond endurance. Website users are prey to hype when it comes to Net add-ons. Simon Waldman unpicks myth from reality

12 Dec 1997 | by SIMON WALDMAN, the Guardian’s dep

, but two. The first of these is the hype Internet. It gets presented at conferences and shouted ... are you re far too busy for that. So to save you time, here is a ready reckoner to what some key ... to load and crashes your browser, all so you can see some headlines float in front of your eyes ...

MARKETING MIX: PROFILE: Screen-fighting man - Larry Sparks marketing director Eidos Interactive

11 Dec 1997 | by LISA CAMPBELL

launched the first female action hero at a better time. People couldn t get enough of Girl Power, says ... , as critics point out. It was the way to get her out there in mainstream media. It ensured we got Lara ... to that suffered by The Spice Girls, but some industry observers are not so sure. Our industry is characterised ...

CAREERS: Room in IT for the non-techie - With big budgets to spend and increasingly competitive markets to operate in, the technology and telecoms companies are putting more and more emphasis on marketing. Jane Bainbridge reports

04 Dec 1997 | by JANE BAINBRIDGE

-focused. Candidates don t have to have a technology background to get a job. Andrew Bailey, managing consultant ...

MEDIA HEADLINER: Don’t worry about the launch of Magic, Emap TV chief says - Vincent Monsey says this is only the start of greater things, Claire Beale writes

28 Nov 1997 | by CLAIRE BEALE

career received a boost from the Box - says that those 12 months have seen the sowing of some very ... , Monsey insists. And he gets to keep that ponytail, too. The Monsey file 1979 Radio Sales ...

PRIVATE VIEW

21 Nov 1997 | by PETER SOUTER

was happy enough to let the ads get on with being hard working and worthy rather than seeking out ... of D d really, really like to be reviewing them. Instead, I get to snipe wearily ... Client: John Bird, founder, the Big Issue Brief: If you re bored, get the Big Issue for a list ...

MARKETING FOCUS: The new establishment - Microsoft, Nike, The Body Shop and Virgin have joined the establishment they set out to challenge Amanda Richards reports on the problems of rebel brands that have grown up.

13 Nov 1997 | by AMANDA RICHARDS

mythology and is becoming too arrogant. Some observers certainly think so. US market researcher Hazel ... across 31 different countries. Occasionally, you are going to get something wrong. What ... Coast Line train service, which is beset with reliability problems, is seen by some as taking ...

Supplement on Public Relations: Profile - Chris Alder/Chris Alder, the new director of corporate communications at software giant SAP, is bringing a coherent strategy to its marketing communications and believes that PR must take the lead role in building

06 Nov 1997 | by DAVID MURPHY

the information resident in an enterprise, so that the people who need it can get at it ... . Consistency of message should be paramount. When advertising and PR work in isolation, you get a confused ...

British Gas unit takes on banks

06 Nov 1997 | by DANNY ROGERS

will get a significant marketing budget. The division will have a marketing budget of around ...

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