The Creative Side of Puma
How do you promote an über-cool brand for the fickle sports lifestyle consumer? Antonio Bertone, former record shop owner and club promoter, and now Puma’s global Chief Marketing Officer, offers a candid insight into his creative side.
Heads up
Repairing a badly damaged brand in the wake of a crisis doesn't come cheap, both in hard cash and man-hours. So what lessons can we learn from those who tackled a crisis full-on and those who ducked for cover?
Beating the odds
Multi-millionaire betting tycoon Victor Chandler rescued his eponymous business from the brink of bankruptcy, turning it into a global gambling empire with half a million customers in over 160 countries. Today’s punter craves immediate betting and entertainment around the clock, he tells Julian Rogers.
Counting the costs
Nicknamed the ‘cost killer’, France Telecom’s former Deputy CEO Louis- Pierre Wenes became one the most hated men in France after 25 workers committed suicide under his leadership. Here, the man widely blamed as the mastermind behind the company’s aggressive restructuring plans attempts to defend the actions that led, ultimately, to a human tragedy.
Mark Lichtenhein discusses preparations for the 2010 Ryder Cup
Without a mountain of technology going on behind the scenes, golf’s prestigious European Tour would be firmly plugged in the proverbial bunker. Julian Rogers tees off with Mark Lichtenhein, CIO and Director of Broadcasting and New Media, to hear more about his key role and how preparations are faring for the 2010 Ryder Cup.