MARKETING MIX: Brand manager of the week

What is your greatest work achievement?

What is your greatest work achievement?



We have just completed an extremely successful press, dealer and media

launch of the new Discovery, which has reinforced its position as the

best 4WD in its segment. For me, this is the culmination of team work in

global market research, innovative engineering and media technology, as

well as internal and external PR.



What would be your dream brand to work on and why?



Something with an international focus, in either the service or

entertainment sector, with the same kudos as Land Rover.



What would you do if you were not in marketing?



I could have tried to make more of a success of my thespian

activities.



Failing that, I’ve always wanted to be a milliner.



Which is the best agency you have worked with?



Craik Jones (Watson Mitchell Voelkel), our global relationship marketing

agency, since desirability of Land Rover products is best developed

through demonstration off-road, often initiated by direct mail. Its

ongoing success in the Royal Mail/DMA awards are a testament to

this.



What is the worst part of your job?



The number crunching.



What was your most embarrassing mistake?



Realising I had the wrong presentation script after standing up to speak

to a group of Italian journalists. They certainly got the gist, because

we managed to exchange mutual gestures in the bar later.



What was your best work-related trip?



To the Salon Tout terrain in Val d’Isere, France, to assess competitor

4WD vehicles with the benefit of some fantastic scenery! The ’apres

drive’ wasn’t bad either.



Who is the business person you most admire and why?



Jonathan Porritt, government and business advisor on the

environment.



He demonstrates flexibility and tenacity through his transformation from

pressure group spokesman to business advisor. His professionalism has

helped encourage industry to adopt environmental objectives as a

credible source of competitive advantage.



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