In 2001, Lion Nathan had recently been awarded the license as Beck's Biers Australian distributors. The target was to build volume quickly by achieving a 70% sales increase within 12 months in an increasingly cluttered and fragmented market with a limited media budget.
Beck's Real Bier
Real Bier. Real Results
One of the judges of the US effectiveness awards' scheme, The Effie Awards, recently wrote an article about his experience judging the submission papers2.
He complained that every paper he read declared...