Mar­ket

Finweek English Edition - - ADVERTISING & MARKETING -

ag­gres­sively tar­get­ing the price-sen­si­tive end of vir­tu­ally evey mo­tor­ing seg­ment.

VW, mean­while, was shift­ing the brand into the pre­mium end, up­grad­ing an en­tire range of es­tab­lished and pop­u­lar mass-mar­ket lines and shift­ing the brand plat­form from value and re­li­a­bil­ity (“Peo­ple’s Cars”) to the aus­tere and un­fa­mil­iar “Das Auto”. In three years, VW launched a bar­rage of cam­paigns, five of them for rein­vented mod­els (New Golf, New Polo, Polo Vivo, New Jetta and more).

An­other tough con­tender is Chicken Licken founder Ge­orge Som­bonos, the son of a poor Greek tea-room tea owner. He did his ap­pren­tice­ship in the fast-food busi­ness in the Seven­ties, man­ag­ing his fa­ther’s road­house restau­rant, Dairy Den. When KFC opened its first South African restau­rant in 1972, Som­bonos re­alised where his fu­ture lay.

He epit­o­mises the best of owner-man­aged busi­nesses. He is CEO as well as mar­ket­ing di­rec­tor and hu­man re­sources di­rec­tor. He started the fran­chise in 1981 with a sin­gle store and to­day it’s a R1.4bn busi­ness, with more than 250 stores. It’s the big­gest non-Amer­i­can fried chicken fran­chise in the world.

Net# work BBDO has been his agency for 11 years, dur­ing which the brand has been awarded nine Gold Lo­eries and 18

Mike Glendin­ning Ge­orge Som­bonos Clau­dia Wal­ters

Gavin Kren­ski

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