Grant McKenzie, marketing vicepresident of Ursus Breweriesproducer, which owns the best-selling beer brand on the Romanianmarket, Timişoreana, believes that in a time of crisis it is muchmore important how a brand is promoted than how much money isspent.
"Timişoreana was not among the four largest investors in beer lastyear, but it saw a big sales increase because people do not want tobe bombarded with offers, they want to be listened to," says GrantMcKenzie, 36, the manager at the helm of Ursus Breweries' marketingdepartment since March last year.
Timişoreana, a brand whose sales are put by ZF at around 150million euros, won the Grand Effie award at the Effie gala - theleading annual competition in the Romanian advertising industry,which rewards the most effective advertising campaigns, i.e. thecompanies that either hit or surpassed their marketing andcommunication targets.
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