Tom Holmes talks to Glen Gribbon Director of TFG. Prior to joining The Edrington Group Glen was Managing Director of Vets Now and before that CharteredBrands.
Tom Holmes talks to Glen Gribbon Director of TFG. Prior to joining The Edrington Group Glen was Managing Director of Vets Now and before that CharteredBrands.
Glen has a solid business background having worked in senior UK and international sales and marketing roles across a wide range of blue chip businesses including BP Oil, Mars Confectionery, Colgate Palmolive and Jim Beam Brands.
Glen Gribbon: 4 key areas; emerging market growth; premiumisation; recruiting new drinkers in our mature markets where we have a strong share position; protecting our core market share.
Glen Gribbon: Very well, particularly in our focus emerging scotch markets. Russia and Angola are stand outs. We have put a lot of resource into these markets. Southern Europe is a challenge for all spirits brands of course.
Glen Gribbon: Internationalisation has been the major driver of growth over the last 20 years. The UK now accounts for only 40% of brand volume. Great communication and innovation have been the two main brand drivers. The Black Grouse has been a particular success. I also think an ever strengthening route to market for the Edrington Group has been vital. In the UK we have a great partner in Maxxium UK and in all key markets we have very strong distribution vehicles.
Glen Gribbon: Being part of the Whyte and Mackay management buyout was probably the highlight. A group of us, led by Brian Megson, acquired the business from Jim Beam. It was the largest MBO in Scotland (I think it still is). Although it never worked out for us as we planned (i.e. we are not multi millionaires) the 3 years was great experience. It is also great to be back in whisky with Edrington, as I never thought I would come back into the industry.
Glen Gribbon: Lots and in very different ways. I had a few years working is smaller companies that had entrepreneurs still actively involved in the business. They never really thought of themselves as marketing people, but much of their success was down to marketing. The sacrifices these guys make, and their determination to succeed is pretty inspirational.
Glen Gribbon: I was proud of the work I did in Vets Now expanding the number of clinics we had (Vets Now is an emergency vet business with 52 sites, treating over 100,000 animals). The mission of the business was to improve the Lives of Vets and Pets, and I think there is no better way to deliver on this than to extend the reach of the business through new sites. We did this through new openings and acquisitions. In Edrington the way we have accelerated a number of projects particularly in innovation (such as Ginger Grouse) are very satisfying, because I think pace in marketing is incredibly important.
Glen Gribbon: The scotch category is in great shape globally. The challenges vary by market. In Russia it is making sure that when the huge number of vodka drinkers move into premium international spirits, they chose blended scotch and The Famous Grouse in particular. In the UK it is making blended scotch more relevant to non-scotch drinkers, principally through innovation. I see a lot more opportunities globally than I do challenges… there is a huge amount to go for in scotch at present.
Glen Gribbon: At a global level the challenge for spirits brands in many markets is that we do not have access to traditional media due to ever increasing marketing regulation. In Russia a change in regulations is being introduced that means spirits brands cannot use TV, radio, press (with some exceptions) and even digital is restricted. In general digital will be increasingly important. In Africa a key market for TFG, mobile is the primary route to engage with drinkers. I think in spirits we need to think about media in its broadest sense. The on trade channel in markets where there are significant advertising restrictions becomes a key media channel for our brands.
Glen Gribbon: AMV have been long terms partners on the Famous Grouse and we really value the relationship. I see them as our lead agency and if anything the relationship is broadening, as we do more globally and move away from an advertising focus. However, we use and will continue to use some great agencies in specific areas, such as Pocket Rocket based in Stirling and BIG Partnership in Edinburgh.
Glen Gribbon: We are trying to use the AMV/BBDO network more in our international markets in some key areas. However, in general I prefer that the local teams work with the agency partners they feel comfortable with. I don’t favour a centralised approach in general. It is much better to access the great talent that exists locally.
Glen Gribbon: Not really. I do respect the discipline of writing a winning award entry and think it is great for teams to win, however there are more important criteria for me.
Glen Gribbon: I have two great people in the team, Ali Tuck and Asanka de Silva, who play the key role in the day to day relationship. We are in the middle of a process reviewing brand positioning and communication, and any change such as this creates challenges. I would say the key issue that we are focusing on is to ensure our UK based agencies understand that much of our growth will come from markets such as Russia, African, Turkey and Africa.
Glen Gribbon: No set process. If we have a specific need, say in innovation, the team might put a project to pitch. However generally we are happy with the agency partners we have in place. I really like the fact that AMV have been with the brand and business for over 15 years. I think this says a lot about the Edrington way of working as well as the quality of the work we see from AMV.
Glen Gribbon: Marketing Society is probably my main vehicle. The fact the membership is 50% agency and 50% clients make it a very powerful vehicle.
Glen Gribbon: All the ones we use, I hope.
Glen Gribbon: No, never.
Glen Gribbon: I think it has a place on specific projects, but I prefer building long terms relationships with agencies as I think that is the way to great work
Glen Gribbon: If it were a new agency relationship I would want to go through a pitch process. However, it would only be one part of the process. I put a lot of weight on recommendation, which again is where the Marketing Society can be very valuable.
Glen Gribbon: Ask me first if there is an issue that I need them to think about, and rather than just show credentials show me how they would approach the opportunity/problem. Even if they are well of the mark it shows the quality of their analysis and signals a willingness to really understand our brand.
Glen Gribbon: Before I joined Edrington, AMV spent an hour taking me through all of their work. It confirmed to me we are with a great agency.
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