By Sarah Vizard

Speaking at Advertising Week Europe yesterday (20 April), Ansell said the strategy in its food business when he joined was to “sell more stuff” with very little in the way of long-term strategy.

“When I came into the marketing function we didn’t have a brand position, the basic question of ‘what we stand for’ didn’t exist and the marketing team was quite fragmented,” he revealed.

“And you could see that in the execution. Four years ago our press advertising and in-store were very inconsistent and schizophrenic in how we were coming across; whether in the photography we were using, through to fonts Read full story ›

Source: Marketing Week