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The Early Bird Club Martin Glenn

The Man who Signed Gary Lineker to Walker Crisps

02/02/2011

An Post was delighted to welcome over 100 of Ireland’s top Marketing Industry stakeholders to Early Bird Club V on Wednesday 2nd February. The Early Bird Club is a series of high level briefings for senior management. The 5th in the series invited Chapter One's Ross Lewis to give his take on the Irish Breakfast and Martin Glenn the man who cooked up 7% growth in a $2billion business.

Glenn, responsible for turning a humble butcher’s house crisps into Britain’s biggest supermarket brand before re-inventing the Captain for Birdseye, spoke to marketers about the importance of design, communication and execution of a marketing campaign.  He also discussed the importance of Direct Mail for the success of any campaign. 

During the Early Bird briefing for senior marketers, Glenn described his various roles as ‘the best job in the world’ while overcoming the challenges faced by these well known brands. Woven into the three highly recognisable case studies were some consistent themes developed from hard learnt lessons in marketing design, communication and execution.

Martin Glenn, CEO of Iglo/Birdseye Frozen Foods.
Martin was previously President of PepsiCo UK, which includes the Walkers, Pepsi Cola, Tropicana and Quaker Foods brands. He had responsibility for a $2bn business with double digit operating margins, posting 7% growth and doubling profitability. Before that at Walkers he introduced the Gary Lineker ad campaign and launched Doritos. He was ranked No.1 in Marketing Magazine's list of influential names, in recognition of his brand building record and his leadership in the obesity debate. Martin also has hands-on experience of major acquisitions, high profile regulatory work and pay negotiations.

Download Martin's presentation (new window 1,107k pdf.)

Some pictures from the morning:

Martin Glenn, Iglo/Birdseye; Ross Lewis, Chapter One; and Amie Peters, An Post

Liam Sheehan, An Post; Bobby Kerr, Insomnia; Amie Peters, An Post; Donal Connell, An Post and Martin Glenn, Iglo/Birdseye


Ross Lewis, Chapter One

Jayne O'Keeffe, Arnotts; Avril Fox and Angela Donovan, An Post
 

Brian O'Kennedy, IDMA; Jason Byrne, An Post; Robert McEvoy, Allianz

James O'Connor, Creative Solutions; Fiona Curtin, AIB; Dave Smyth, OgilvyOne

Jill Hincks, Passion for Creative; Fergus Conway, An Post; Leanne Papaioannou, Chilli Pepper Marketing

Ken Barron, An Post; Daragh O'Reilly, Irish Ferries; and Joe Collum, Glanbia


Niamh O'Driscoll, Meteor Mobile Communications; Cathy Lawlor, 4Giftsdirect.com and Avine McNally, SFA


Mark Ody, Lean Marketing and Asta Lund, Diageo

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