MARKETING MIX: The Marketing Christmas Quiz

With just a week before you know what, it’s time for the most important ritual of the season - Marketing’s Christmas Quiz. When the Quiz hits your desk, it is officially Christmas, so pull a cracker, put on a silly hat and get your brain in gear for one last time this year.

With just a week before you know what, it’s time for the most

important ritual of the season - Marketing’s Christmas Quiz. When the

Quiz hits your desk, it is officially Christmas, so pull a cracker, put

on a silly hat and get your brain in gear for one last time this


If you’ve been keeping up with the world of marketing during 1997,

you’ll have no problems at all - and you could win one of the prizes

detailed opposite. All the questions concern stories that have run in

Marketing over the year - so if your memory fails you, try your

Information Department!

The first section comprises four questions spanning different periods of

the year, the second tests your knowledge month by month. Fax your

answers (keep them legible!) to Mix on 0171 413 4504. We’ll announce the

winners early in the New Year. Good luck - and Happy Christmas!

1. The 1997 Honours Lists (January and June respectively) included the

names of two well-known marketers, both of whom are now CBEs. The first

is a high-profile direct marketer from Bradford (who earned the award

through chairing the local Training and Enterprise Council) and the

second is a well-known industry figure whose award reflects services to

advertising. Name them both.

2. Two industry bodies, The Marketing Society and the Institute of

Practitioners in Advertising, found themselves new figureheads this

year. What are their names?

3. a) The finger of advertising fame might be fickle - but it’s also

lucrative. Which celebrities have been on TV during 1997 to promote the

following products?

Lucozade Sport



Dollond & Aitchison

b) Two of those stars were hired, and two were fired during the


Identify which.

4. Who wins Mix’s 1997 ’Blimey, that was quick’ Award? There are two

serious contenders:

a) the company which, in July, hired and fired Redwood Publishing in the

space of a week

b) the man who assumed the marketing mantle at ITV in November and

announced a review of M&C Saatchi’s pounds 5m advertising account on his

very first day in the job. Can you name both?

5. In January:

a) Mars dropped its famous, 37-year-old advertising slogan. What was


b) He resigned from Channel 4. Name him.

6. In February:

a) This man began a new career as a male model and voiceover artist.

Who said ’Only in the direst cases should you show the clients’


Not this marketer, that’s for sure. He’s in the commercial break almost

as often as Joanna Lumley - but what is his name and what is he


b) A Penguin defeated a seabird in a brand-defending court case. Name

the losing brand, and its owners.

c) Channel 4 tied up its biggest ever sponsorship deal. Its partner in

the deal was Wella - but on what series did the sponsorship centre?

7. In March:

a) The Body Shop hired its first above-the-line agency. Name it.

b) This man was Tango’d. How come? And who is he?

8. In April:

a) What launched, causing a foggy blur to descend on TV sets all over

the country?

b) Kellogg introduced a new corporate spokesperson to defend the brand

against own-label competition. Before the year was out, she was


Name her.

9. In May:

a) This man caused a furore. Why? And who is he?

b) Beefeater Gin abandoned a sponsorship deal which had lasted 12


What was the sporting event it left sponsorless?

c) Wonderbra had a bust-up with its agency. Or was it all a storm in a

D-cup? Name the losing shop.

10. In June:

a) Direct Line issued a brave television challenge. Name one of the

rival companies which rose to the bait.

b) An arty corporate redesign was announced, but it got the thumbs-down

from Baroness Thatcher a few months later. What was the brand?

11. In July:

a) The Advertising Standards Authority celebrated a big birthday. Which


b) KFC launched an ad starring this TV presenter. In real life she’s a

man-eater, but KFC was the second brand to feature her being rejected in

favour of nosh. Who is she? And what is the other brand?

12. In August:

a) A car manufacturer launched a TV campaign featuring a Janis Joplin

song. Within weeks, it was pulled. Why? And what was the brand?

b) For the first time ever, a High Court injunction was awarded against

the ASA, preventing the publication of its August monthly report. Name

the insurance company which muzzled the industry watchdog.

13. In September:

a) Which undertaker mounted the first national TV campaign in its


b) What was renamed Starbursts by the men from Mars?

c) A company called Mindshare was launched. It might sound like a

Californian counselling service - but it isn’t. What is it?

14. In October:

a) The Bell tolled for this man. Why? And who is he?

b) Which controversial marketing consultant was banned from BT’s


There’s a bonus point if you can name the Abbott Mead Vickers account

man with whom he had a now-legendary difference of opinion over

advertising strategy.

15. In November:

a) This man’s career took a downturn - he moved from Channel 5 to

Channel 4. Who is he?

b) Despite an advertising campaign which has given it a record brand

share, this brewing giant decided to review its account anyway. Still,

as they say themselves, not everything in black and white makes


Name the agency and client involved.

16. In December:

a) This man left BSkyB to join Channel 5. Who is he?

b) His brother, also a well-known marketing industry figure, made a big

career move in April. Name him - and the companies he moved from and


And finally ...

17. This vision of loveliness (pictured below) has been conjured up from

the faces of three of the year’s most newsworthy marketing men. Can you

identify them?

a. The media man who made a capital move to ITV in July?

b. The marketer who proved even more mobile than the phones he


c. The creative director who refused to be merged?

18. Can you name these three graces (below)?

a. The media woman who has come in from the garden to join the


b. The chief executive who left her ad agency in May - and subsequently

collected a cool pounds 200,000?

c. The marketer who conducted the biggest ad review of the year - and

then quit?

The winner of the Marketing 1997 Christmas Quiz will win a fantastic

trip for two to the prestigious Chateau Tilques Hotel - a romantic 19th

century chateau situated in elegant parkland just 30 minutes from


This special prize, sponsored by Le Shuttle Magazine, includes return

tickets for two on Le Shuttle, a night in one of the hotel’s best rooms

and a three-course dinner (Menu de Marche valued at 200FF per


Two runners-up will also receive a pair of return tickets on Le Shuttle,

again courtesy of Le Shuttle Magazine - and there will also be a dozen

bottles of champagne on offer to the best entries.

Le Shuttle Magazine, now into its third year, is the exclusive glossy

title that reaches ABC1 motorists travelling through the Channel


The quarterly publication is sold at the tunnel and at newsagents in

London and the south-east. For back copies and media packs call 0171 491


Mix would like to thank Le Shuttle Magazine, and its chairman and

publisher, James Reatchlous, for supplying the prizes.

Congratulations to Nick Sunderland of The Register who faxed us with the

right answer to last week’s name that brand teaser - PG Tips.


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