Sally Durcan

Advertising by traditional means is no longer the cash cow it once was, and the sacred cow that is established marketing is being shunned by ad-weary consumers. The industry needs fresh ideas fast. Could the answer everyone is looking for be… ‘Hot Cow’?

Hotcow was tasked with finding sponsors for the upcoming premiere of 'Children of Men' starring Clive Owen and Julieann Moore.
Bottlegreen, the South Woodchester bottle drinks company agreed to sponsor the premiere with over 1800 bottles of Elderflower flavoured drink. The drink will be given out to guests and celebrities attending the red carpet affair on the 19 September.

Next week in "Marketing" is a feature on Field Marketing/Experiential Marketing. The article will look at how experiential marketing has become a popular route to market for brands as they look to differentiate themselves from their competition. This feature will examine how experiential marketers are currently measuring return on investment on their strategies. How many brands have a discernible target on their experiential activity? What techniques can be used to measure the impact of such activity? Are these live events used more as brand building tools then sales opportunities?