Magazine article Marketing

Ice-Cream Boss in the Hot Seat

Magazine article Marketing

Ice-Cream Boss in the Hot Seat

Article excerpt

Of the products you use, which are you most loyal to?

Hellmann's Mayonnaise

What is your all time favourite ad? Packaging design?

Ad: Guinness (most of them) Packaging: Grolsch bottle

Who has the most enviable job in marketing?

Marketing director of Virgin Atlantic -- especially his/her responsibility to check out the competition's service to Australia and South Africa

Who has the least enviable job in marketing?

Whoever's trying to persuade as sugar is good for us

Which marketer do you most admire?

Bruce Purgavie, Heinz

What has been your biggest mistake?

Launching chocolate rabbit droppings for men, called Cadbury's Tribute

What has been your greatest achievement?

Helping to persuade Cadbury to put its name on ice-cream, liqueurs, chilled foods and frozen gateaux

If you had to market yourself, which TV or radio show would be the most appropriate slot in which to advertise?

I'd go for the highest ratings -- You've Been Framed or Coronation Street

What is your definition of marketin heaven? And hell?

Heaven: My budges4t remaining unchanged for more than one month

Hell: A health scare or food tampering incident

Who, in your opinion, is the sexiest person in marketing? …

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