Magazine article Marketing

Editor's Comment: Deep Thought to Match Big Ideas

Magazine article Marketing

Editor's Comment: Deep Thought to Match Big Ideas

Article excerpt

A marketing director settles into his new chair. We all know what that means, don't we? Agencies are reviewed, current campaigns dumped.

Chris McDonough followed this script when he arrived at Molson Coors in February 2010, sacking Beattie McGuinness Bungay and consigning its 'You know who your mates are' ad campaign for Carling to history.

So far, so predictable. However, we realise now there was deep thinking and a whole lot more behind McDonough's change of agency (see page 20) Above all, there's the sheer ambition of the man and his mission. While Carling may be important to Molson Coors as its representative among the 'cooking lager' taps, McDonough is looking beyond individual brands to the whole beer sector and what makes it tick.

Not for him a few concepts thrown in front of the crisp-nibblers in the focus group - rather, a segmentation study involving 6500 beer consumers; new classifications of drinkers to find the space to innovate; and a semiotics-led approach to the redesign of packaging. …

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