Magazine article Marketing

The Competition Is on to Exploit 20bn Pounds Sterling of Shares

Magazine article Marketing

The Competition Is on to Exploit 20bn Pounds Sterling of Shares

Article excerpt

It must be a very sad time for the FMCG marketing mob. There are, unfortunately, finite limits to what we can all eat and drink and the bubbles soon go out of occasional excitements, such as the [pounds]15m for the relaunch of a brand like Fanta.

The real action during the next few months lies elsewhere. Everyone involved in luxury goods and financial services is, or by now certainly should be, planning the campaign of their careers. Bankers and financial planners are already ringing their hands and dreaming up little schemes to make themselves even richer.

There is not a moment to be lost if an unprecedented pot of loot is to be liberated for socially useful things such as holidays in Barbados.

Between now and the end of the year around [pounds]20bn worth of 'free' shares will be placed in the hands of the consumers, many of whom will already be comfortably off and looking for the opportunity to spend.

The challenge for the marketers, which will also represent an opportunity for the media, will be to find new, improved ways of separating the beneficiaries of those other 'privatisations' - the floating of the building societies - from their windfalls.

The sheer scale of the bonanza puts almost everything - including the National Lottery - into the shade. It could provide just enough of the feel-good factor to make the election of a Labour government a racing certainty.

The challenge of the year for marketers is nonetheless an extremely formidable one. …

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