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ASH Daily News

26 October 2000

Headlines
£28m Nicorette account reviews marketing account
Profile of 'Experiential marketing'

Full Text

£28m Nicorette account reviews marketing account

'Pharmaceuticals manufacturer Pharmacia is believed to be reviewing the
(£28m) international, non US, creative account for Nicorette, the
anti-smoking gum patches and inhaler brand.'

However, marketing manager Alison Williamson, says, "I am not aware of any
review. But a new TV campaign for Nicorette by BMPDDB is scheduled for
December this year."

Source: Marketing week, 26 October 2000

Profile of 'Experiential marketing'

Marketing provides a profile of 'Experiential marketing'. This type of
marketing allows customers to sample the products and is usually based
around an event. Marketing reports that 'these days brands may also throw in
a jaw-dropping moment of excitement on a fairground ride in the hope that it
will firmly fix the encounter in the consumer's mind.'

The article goes onto extensively profile the Camel Trophy Adventurewear
brand of clothing. It quotes a marketing manager for Camel, Charlie
Cunningham-Reid, as saying "We wanted to take the excitement generated by
on-page advertising and put it into a live format." Another marketing
manager, Tom Preece, "I can see field marketing going more and more in that
direction"

Source: Marketing, 26 October 2000