Brands are not built with discounts and tricks, but with good ideas

Grant McKenzie, marketing vicepresident of Ursus Breweries producer, which owns the best-selling beer brand on the Romanian market, Timișoreana, believes that in a time of crisis it is much more important how a brand is promoted than how much money is spent.
“Timișoreana was not among the four largest investors in beer last year, but it saw a big sales increase because people do not want to be bombarded with offers, they want to be listened to,” says Grant McKenzie, 36, the manager at the helm of Ursus Breweries’ marketing department since March last year.
Timișoreana, a brand whose sales are put by ZF at around 150 million euros, won the Grand Effie award at the Effie gala – the leading annual competition in the Romanian advertising industry, which rewards the most effective advertising campaigns, i.e. the companies that either hit or surpassed their marketing and communication targets.