Mumbrella360 recap: ‘I can’t do a return on investment for little red hands’ – Coles’ Simon McDowell
In the fourth instalment of a series to run in the coming days, we recap the highlights from Coles’ chief marketing officer Simon McDowell’s appearance at Mumbrella360 last month.
On stage with Mumbrella’s Tim Burrowes, McDowell discussed:
- Why Coles chose One Direction for its latest promotion over an Australian band;
- How the campaign is already working for the brand;
- Why Coles isn’t a fan of sales promotions;
- The return on investment for the million ‘little red hands’ he had printed;
- How Coles can manage low prices and still look after Australian farmers.
To see all five parts of the video interview now, download this week’s Encore.
This story first appeared in the weekly edition of Encore available for iPad and Android tablets. Visit encore.com.au for a preview of the app or click below to download.
