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Creative marketing

Including articles on broadcast advertising, communications and PR, copywriting, innovation, idea-generation skills and product development, display advertising and guerrilla marketing

 

  • Carrie Hindmarsh, M&C SaatchiHaving smashed through the glass ceiling to become joint chief executive at M&C Saatchi, Carrie Hindmarsh says gender politics shouldn't distract women hoping to rise in the notoriously masculine advertising agency world. TM quizzed her on the agency's founding principle of 'Brutal simplicity'
  • Child's playLooking for an easy way to generate profit? Thanks to IP licensing, merchandising spin-offs for children can now make you megabucks
  • Role PaysTo innovate most effectively organisations should shift from a stage based process to assigning key roles to individuals... by Philip Kotler and Fernado Trías de Bes
  • The new RomanticsWhether it's growing your own herbs or slaving over the perfect cupcake, rustic and home-grown pursuits are back in vogue. Rob Gray finds out how marketers 
can tap into the back-to-nature and crafts trends
  • When ideas collideSome of the greatest new business thinking has come about by blending seemingly incompatible...
  • My day: Steven RobsonMarketing manager and marketing specialist business advisor, South Durham Enterprise Agency
  • Creative communicationsCreative communications refers to the design and delivery of promotional messages through a range of channels including print media, direct mail, TV, radio, online and outdoor
  • Roll over AppleGame-changing innovation worthy of the Apple iPod lies within the reach of every marketer if we listen to customers and use our imagination... by David Thorp
  • Here today...The British summer is always awash with seasonal bargains, but marketers need to decide whether time-sensitive offers and campaigns are essential to their business - or a short-sighted tactic with short-term benefits, says Rob Gray
  • Lead with praiseInnovative leaders have a restless curiosity - they are forever asking questions and can encourage these qualities in staff by rewarding new ideas and unconventional approaches
  • Martin Moll, Honda UKHonda's Martin Moll is determined to steer the Japanese brand ahead of the competition and away from the motor industry's troubles
  • Target ChinaThese days it's surely not a letter from America but a tweet from China that tells the world's marketers what they need to know - except that the Chinese don't use Twitter
  • My day: Will BarnetCreative director, Adjust Your Set
  • Case study: Wensleydale Dairy ProductsA cheese lovers' cookbook from Wallace & Gromit helped Wensleydale Dairy Products cream off a profit
  • Borrow with prideIf your innovative juices have temporarily dried up, try tapping into someone else's for a while
  • POS persuasionWe've all changed our minds at the checkout - and that's why point of sale promotion is such a crucial retail marketing tool, says Kate Hilpern
  • Sharing ideas can enhance creativityYou don't need to pursue innovation in isolation - collaboration with other companies could...
  • Life's soap operaIf your aim is to change the behaviour of a social group, a set of soap opera characters and scenarios could help you score a few marketing goals... by John Marks
  • What do you do with an absurd idea?When someone comes up with a crazy idea it seems absurd to listen and find out more. But that's...
  • 21st century alchemyThe product that sells itself is perhaps the holy grail of marketing, but what's special about those products that have created their own market? We find out what the trailblazers have in common
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More articles on creative marketing coming soon...