Asking for more

Delwyn Swingewood

In this interview with Andrew Marsden, Britvic's marketing director, he states that the biggest problem facing advertisers is locating audiences, however he contends that it is more complex than just media fragmentation.

Asking for more

Delwyn Swingewood interviews Andrew Marsden, Marketing Director of Britvic

For the fifteenth year in succession, take-home sales grew by 5%, perhaps one reason why the sector experienced so much activity. Britvic says there were 250 soft drink launches, more than in any other fmcg sector. The company that spent 16.1 million on advertising its soft drinks brands is associated with highly creative brand development and rejuvenation. Examples include the award-winning Tango ads and the Robinsons partnership with tennis ace Tim Henman. Britvic marketing director Andrew Marsden reckons it's likely that a Britvic product (Exhibit 1)...

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