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