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DIARY: Lace gives his verdict for Lucozade Sport to M&C Saatchi's Hurrell.(Brief Article)
He's a cheeky one is that Garry Lace. The moment he took the helm at Grey Worldwide, those in the know were predicting the agency's new-business strategy would become decidedly more unorthodox. They were right.
Regular Campaign readers will be aware, if they've been paying due attention, that Glaxo- SmithKline recently reviewed its Lucozade Sport account. Grey may have failed to make the official pitchlist, but Mr Lace wasn't going to let a little detail like that stop him going after the business. As GSK is a Grey client, Lace decided he would chance his arm, and set about cooking up a pilot ad for the brand.
Although the ad was looked at it was to no avail, as M&C Saatchi emerged victorious with the business in its pocket. However, the ad didn't go to waste. For reasons known only to himself, the Nutritionals Glaxo- SmithKline marketing director, Peter Harding, requested Lace send the commercial to the M&C Saatchi supremo Nick Hurrell.
Lace duly obliged, and enclosed the following little note for good measure.
...- Lucozade Sport unveils sugar-free drink variant. (News).(from...
- Magazine article from: Marketing Week Johnson, Branwell January 23, 2003 700+ words
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- Magazine article from: Marketing Week January 9, 2003 700+ words
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- Magazine article from: Grocer April 1, 2006 700+ words
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- Explosion at Lucozade. (Promotions--Products--Packs--CTN...
- Magazine article from: Grocer January 11, 2003 700+ words
...seven years. Rolling out now, both Lucozade Energy and Lucozade Sport will feature an enhanced brand logo. Energy's new look...Energy of 10% during 2002 and 27% year-on-year for Lucozade Sport. Marketing category director Fiona Vigor said the idea...
- Lucozade Sport offers Owen hope. (Packs Promotions Products).(promotion from...
- Magazine article from: Grocer August 10, 2002 700+ words
A new on-pack promotion for Lucozade Sport will give 20 consumers the chance to train with England football star Michael Owen. One overall winner will also win up to 50...
- Here's Jonny.(Jonny Wilkinson for Lucozade Sport)(Brief Article)
- Magazine article from: Grocer July 26, 2003 700+ words
GlaxoSmithKline is to leverage Lucozade Sport's association with the England rugby team by featuring featuring fly half Jonny Wilkinson in the brand's latest on-pack promotion...
- GlaxoSmithKline has signed up Liverpool and England footballer Steven Gerrard...
- Magazine article from: Grocer January 29, 2005 700+ words
GlaxoSmithKline has signed up Liverpool and England footballer Steven Gerrard as the new face of Team Lucozade Sport. A two-year deal will see Gerrard work with the brand's Sport Science Academy and front a new advertising campaign due for...