Discount cuts – but add value

I read with interest the letter by Steve Cook of Carlson and, like him, I share a healthy scepticism of your sales promotion survey.

I have, over the past number of years, spent large amounts of time trying to convince clients not to discount but rather add value to their brand propositions, by effective promotional activity.

It would have been great if Steve could have written “In the spirit of sales promotion we will definitely not follow a discount strategy”.

Paul Seligman


London E2


CLK gets one up with Mercedes

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As a brand specialist, CLK was intrigued to read the article on how Mother plans “Virgin-style” brand stretch into magazines, retail and products such as fashion. It’s a bold move for an ad agency and certainly flexes the brand in a highly innovative way. I have to reveal, however, that CLK beat Mother to it […]


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Chime – What’s in it for WPP?

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Well, what do you know? No sooner has Niall Fitzgerald, chairman of Unilever, fired a raking broadside against the complacency of ad agencies – his own included – than WPP Group, his principal marketing services supplier, takes him at his word and provides an ‘agile’ solution. That, at least, is what chief executive Martin Sorrell […]


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