London, London United Kingdom (PressExposure) March 02, 2007 -- Britvic head of marketing services appointed to ISP board
Marc Lawn, head of marketing services at Britvic, has been appointed to the board of the Institute of Sales Promotion (ISP), the trade body that is charged with upholding the interests of the sales promotion industry, with a view to broadening the horizons of the marketing industry.
In his appointment, Lawn, who takes up the position with immediate effect, has hailed the dawn of 'renaissance management' which calls for the boundaries of business and sales promotion to be re-defined. He has proclaimed that in this new era all disciplines, be it client or agency side, must work with a greater fluidity and knowledge of the full range of marketing expertise.
As part of this, Lawn has urged the industry to re-assess the traditional parameters of sales promotion, believing it has a greater role to play right across marketing. He believes that sales promotion goes far beyond an offer on a pack to include any media with a call to action, be it a poster or online media, and is waiting to be fully exploited.
Marc Lawn, head of marketing services at Britvic, said: "It's a pleasure to join the board of ISP. It's my goal to raise the profile of sales promotion in a new era of 'renaissance management' where the traditional boundaries of marketing won't apply anymore. It's becoming increasingly necessary for all roles within clients and agencies to have a sound understanding of all the marketing disciplines and business as a whole. 'Renaissance management' will enable businesses to make the most informed decisions which are crucial to its overall success. Within this, the execution of sales promotion needs to be better understood as it has a vast, largely untapped potential to engage consumers."
Clive Mishon, Chairman of the ISP, added: "Marc's appointment exemplifies the 'renaissance' in the ISP. Our agenda is now being seen as more relevant in a period when the art of promoting sales is having real impact. This is borne out in Marc's, role at Britivic, where he is at the sharp end of brand marketing, as it juggles the impact of the changes in legislative and regulatory codes whilst optimising the promotion of its brands - this experience will be a great asset to the board. I am delighted that Marc and Britivic are keen to play their role in the ISP, which I am sure will encourage, more major brand owners to follow suit."