Marketer to marketer

  • To read the cover story relating to this ’Only here to put cheer back into beer market’, click here
  • To read a Q&A on becoming a CEO, minimum pricing and social media, click here

Matthew Osmon, commercial director of FIBA (world governing body for basketball), asks: Howdo sports properties need to improve their offering to sponsors such as Molson Coors?

Mark Hunter (MH): Over the past 20 years, rights owners have started to recognise the need for a commercial conversation. That has become more important in the past three to five years because investment in sports sponsorship has started to flatten off. My advice would be to continue the improvement where the rights owner looks at what it has got to sell through the eyes of the potential investor and recognises the true value of what it is trying to sell.

There have been examples during renegotiations where we have done a lot of work looking at media value and delivery. A number emerges [from the rights owner] and you learn there isn’t any substance behind that number. We have a successful relationship with the Football League and that is why the Carling Cup has been around so long and why we have just re-signed.

Paul Duncanson, managing director at Creative Brief and previously marketing director at Sony PlayStation software and Carlton Home Entertainment, asks: How do you feel Grolsch can maintain its premium position without considerable, continuing investment in advertising?

Chris McDonough (CM): We are doing a big piece of work on Grolsch to see how can it really occupy that premium space. You can’t build emotional equity unless you communicate, so it is important that we get the basics right on Grolsch. Once we’ve got it right we have to activate a positioning that connects consumers with what the brand stands for.

Raoul Pinnell, chairman of Strategic Investment Partners and non-executive director at Bexley NHS Care Trust, asks: Several countries have banned alcohol advertising. To what extenthas this led to a reduction in alcohol-related health problems?

MH: In France [where advertising alcohol is banned on TV and in the cinema] for example, there is a growing problem with teenage alcoholism, so I think people should question what does and doesn’t work.

Advertising is there to educate, inform, entertain and to persuade, so for people who are already consumers of alcohol it has a role. I don’t think we would be facing some of the challenges we have as a beer industry if advertising was having the effect that has been suggested.

CM: There is a danger that if you remove advertising, [alcohol] suddenly becomes an industry that is demonised and underground when it shouldn’t be.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 customerservices@marketingweek.com

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