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OPINION: Don't let media's search for a story cloud the business issues

19 Dec 2002 | by MARK RITSON, assistant professor of marketing at the London Business School

a sigh: "I'm sorry," he said, "these case studies don't have a 'story arc'. We need to see the firm ...

OPINION: Marketers must have intelligent online approach

21 Nov 2002 | by LAURA MAZUR, a business writer

't measure the results of their e-mail activities. As for that sorry 35% who still don't understand how ...

BRAND HEALTH CHECK: Courts

14 Nov 2002 | by SAM SOLLEY

'm sorry to say that Courts was as disappointing as I expected. It definitely was 'not for me ...

OPINION: Sorry everyone, the truth about marketers is actually pretty dull

17 Oct 2002 | by MARK RITSON, assistant professor of marketing at the London Business School

Four friends go out for dinner. One is an accountant, one is an engineer, one a financial analyst in the City, and one is a marketer.

MEDIA CHOICE: Spirit & Destiny

10 Oct 2002 | by LISA LYTE, Board planning director, Outdoor Connection

. This is a magazine trying to be all things to all men ... er, sorry, women. It's 132 pages of Take a Break ...

PROFILE: Brand recipe - Tom Dillon, Chief brand protagonist, Pret A Manger

10 Oct 2002 | by MARK KLEINMAN

(sorry, chief brand protagonist), Dillon is relocating again. This time he's off to London, where, from ...

ADWATCH: Hula Hoops aims to extend appeal with 'fun' message

26 Sep 2002 | by JULES GRANT

- no longer sponsored by Hula Hoops - sorry Steve, perhaps the pressure was too much'. Fiona Keyte, planning ...

RADIOWATCH: Radio Choice - Pharmacia Regaine

12 Sep 2002 | by HANNAH JONES, Brand manager, national advertising, Sainsbury's

The humour in this ad plays on the fact that there are dozens of old wives' tales surrounding hair loss treatments. It is funny at the beginning and you feel sorry for the poor cat being rubbed on someone's head! But in the end the ad gets to the serious point that there is now a proper way to combat ...

MARKETING AFTER 9/11

12 Sep 2002 | by CONOR DIGNAM

big hit since 9/11. It includes the line 'You'll be sorry that you messed with the US of A, cause we ...

Marketing after September 11

11 Sep 2002

hit since 9/11. It includes the line "You'll be sorry that you messed with the US of A, cause we ...

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Welcome to the first incarnation of a new element in Campaign in which we invite experts to burrow beneath the surface of the catch-all that is "digital". Google, Isobar Mobile, JWT London, LBI and MBA share their insights on mobile.

 

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