MARKETING MIX: Brand manager of the week

What is your greatest work achievement to date?

What is your greatest work achievement to date?

Planning a national conference for 3000 people in Harrogate. It worked

brilliantly, but people attending conferences just don’t comprehend the

problems of organising such a big event. They turn up and start

complaining if the coffee’s five minutes late!

What would be your dream brand to work on?

I’d love to work on an authentic ’outdoors’ brand such as the American

clothes label, Patagonia. It is genuinely interested in conserving the

great outdoors as well as creating clothes for real outdoor fans.

What would you do if you were not in marketing?

I’d love to open a top-notch mountain bike shop with a coffee shop on

the side. Somewhere for people to hang out as well as buy biking


It probably wouldn’t make any money, but we’d have a great time!

Which is the best agency you have ever worked with?

Different agencies have different merits, but one we’re working with at

the moment is ’What If’ and its creativity training has really changed

the way our team thinks.

What is the worst part of your job?

Not having time to do justice to all the projects I’m working on.

What was your most embarrassing mistake?

Years ago, we ran a football competition offering Premiership footballs

as prizes, but they turned out to be replicas, so we had upset Sunday

League teams complaining because they’d all been drinking Carling to get

free match balls, but the league wouldn’t let them use them.

What was your best work-related trip?

As a Manchester United fan, Carling’s co-sponsorship of the club means I

get to go to some matches and I recently watched their 5-1 annihilation

of Wimbledon.

Who is the business person you most admire?

Probably the MD of Patagonia if I knew his name, but I also admire Anita

Roddick for similar reasons. She has created a commercially viable

business that uses its success to promote environmental and social


Name: David Preston

Age: 28

Company: Bass

Brand: Carling


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