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Debate speakers

Published:  23 July, 2008

A host of special guests are to speak at this year's Harpers LIWSF debate.

Confirmed speakers so far are Richard Macadam, MD of United Wineries; supermarket wine doyen Allan Cheesman; Adrian McKeon, managing director of Allied Domecq Wine UK; and David Muir, group development director of Ogilvy & Mather, and author of The Business of Brands.

The debate, which is being run in conjunction with Wine Intelligence, is entitled: Spending Power: Are you getting value from marketing? and promises some hard-boiled thinking about how best to market wine to consumers.

If you can relate to any of the points below, then book your place (strictly first-come, first-served) by e-mailing

Do you get the feeling that your marketing budget is being squandered on me-too, gondola-end promotions and BOGOFs?

What value do you really get from consumer tastings and exhibitions?

Should you put all your eggs in one basket, or scramble them over as many opportunities as possible?

Is the marketing budget justifying its existence?

As the retail environment becomes more consolidated, and one bad sales call with a major multiple can spell disaster for your brand, serious questions are being asked about how best to allocate marketing resources.

With new consumer insights, the debate will help you define two key elements of your business plan for next year:

which elements of the marketing mix offer good value for money

how to measure success - and learn from experience.

The debate takes place between 10.30am-noon on Wednesday 18 May in Waterfront Rooms 19 and 20.