Thinking like a consumer: Pernod Ricard focuses on WOM
John Davidson
Word of mouth is still an important marketing tool and brands must always strive to innovate. Marketers must also remember to keep in mind the view of the consumer. So said Martin Riley, chief marketing officer of drinks giant Pernod Ricard and president of the World Federation of Advertisers, when addressing the Festival of Media 2014 in Rome, Italy.
Riley outlined Pernod Ricard's core principles. "We believe very strongly in premiumisation," he said – the company's two global pillars are the brands Chivas Regal and Absolut Vodka – adding,...