Beanz meanz Heinz

In this interview, Robin Walker, Heinz's business director states that the main issue affecting advertisers is the effect of media fragmentation.

Beanz Meanz Heinz

Delwyn Swingewood interviews Robin Walker, business director of HJ Heinz

Heinz is a megabrand. The 'Heinz World' encompasses more than 130 markets, and consumers have been buying its products for more than a century. But the American convenience food giant, which boasts annual turnover of more than $US8 billion, is discovering that biggest is not always best. In recent months it has been selling off non-core assets like Del Monte Foods to concentrate on its 15 'power brands'. The Pittsburgh-based giant has pledged that it will boost its global marketing by 128 million this year and the...

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