This you will find interesting especially the remarks about not using TV.

Ad Age recently caught up with Harvey Purchese, senior VP-marketing at William Grant & Sons, which also markets Tullamore Dew Irish Whiskey, Glenfiddich Scotch and Hendrick's Gin. 

Ad Age: Tullamore Dew got a lot of attention recently for a short film digital ad that was praised in creative circles. Have you considered putting a version of the ad on TV?

Mr. Purchese: Not in the short term. Tullamore Dew isn't a brand that has the budget to get above threshhold media levels in mainstream media. So we'd rather stay making a big noise where we are than [get] lost in mainstream media.

Ad Age: Did the campaign help sales?

Mr. Purchese: All I can tell you is that Tullamore Dew is growing very, very fast. We don't have a complex analysis that links it directly back to the advertising but it certainly has been a factor.

If you look at the Nielsen data from this year's St. Patrick's Day, Tullamore Dew was the brand that gained the most share in the Irish Whiskey category. [The ad] certainly has been a factor in a very successful year for the brand.

SAP’s VP of global marketing moves to content marketing platform NewsCred

SAP veteran joins NewsCred to spearhead new strategy department to help brand and agency clients better define and execute content marketing strategies

Content marketing platform NewsCred has appointed former SAP VP of global marketing and content strategy, Michael Brenner, as its new head of strategy.

Brenner brings over 20 years of experience in marketing and sales to NewsCred, including seven years at global enterprise software provider SAP across three different roles.

Brenner’s new role will see him work with brands and agencies to help them develop their content marketing strategies. He will also advise them on how best to use NewsCred’s Content Marketing Cloud platform, which allows marketers to curate, commission, distribute and analyse content.

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• While the High Street takes its dinner early, a third of online sales happen after 6pm
• Town and city centre footfall fell by 26% between 2007 and 2013 while all real non-food retail growth since 2001 took place online
• National retailers such as Halfords, Argos and Tesco Direct see over half of online orders collected in store

It’s official, the boundaries of retail are blurring so IMRG has taken the opportunity to explore the relationship between online and bricks-and-mortar in a new report entitled 'A Tale of Two City Centres'.
They say it is the worst of times for the High Street, and the best of times for consumers - as up to 25,000 High Street stores are estimated to have closed between 2000 and 2011, while Amazon powers ahead based on its strategy of focusing on 'selection, price and convenience'.

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