Pernod Ricard reconnects brand and local teams to win customers ‘in the last 3 feet’
Seb JosephAfter ten years of aggressive acquisitions, Pernod Ricard’s bloated size weighed on revenue growth in 2013. Armed with a three-pronged approach aimed at “simplifying, prioritising and mutualising” operations, the business is reconnecting its brand and market marketing teams to win customers “in the last three feet” of the sale.