Promotional risk: How should Hoover have assessed the financial side of the promotion?

In a previous blog post we recounted the details of the Hoover free flights fiasco, which ultimately cost the business £48m and its independence (it was bought by Candy 6 years after the launch of the promotion). How can you make sure that your brand does not find itself in the same situation? The short answer Read More

Promotional risk: a matter for the board?

Promotions and promotional risk have typically been considered by the company Board to be low-risk activities which can easily be handled by Marketing departments and their agencies. If things go wrong, Marketing will sort it out. After all it’s not really even our problem: it’s the agency’s, isn’t it? Sadly, if a promotion does go Read More

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