Integration will plug spirit drain

Martin Riley’s comments in “TV Money Spirited Down the Drain”, (MW March 11) hit the nail on the head when he said that an integrated approach (by spirit companies) to marketing has been ignored.

Spirits companies should be trying to plug the drain by thinking more laterally about where and how to market their product. They would do well by taking a leaf out of the major beer brands’ marketing book.

For example, our involvement in the launch of Fostralia 2000 is part of a long-term strategy of developing multi-dimensional, brand-building promotions.

Third party involvement, sponsorship and large-scale promotions are becoming an invaluable part of the marketing mix. Integrated campaigns offer scope to broaden the effectiveness of TV advertising.

What’s more, this approach is now being followed by competitors of Foster’s such as Carling and Carlsberg.

In a fickle and promiscuous market, successful brand activity needs to cut through. Where beer companies dare to tread, it should be safe for spirits to follow.

Ian Jacob

Chief Executive

Momentum Integrated

London W2

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here