John Harwood-Bee is chairman of sponsorship and events marketing company Project 100 Communications and of communications company Figment Group Ltd and is on the board of several other companies. During his long international business career he has worked with many of the world's leading brands advising on marketing, promotion and sponsorship. For the past 15 years and until his recent disappearance, Project 100 managed the marketing and PR of the record setting projects of adventurer Steve Fossett. This included the multi million dollar sponsorship of the "Playstation"/"Cheyenne" sailing programme.

In an exclusive article for BYM News, Harwood-Bee asks Ernesto Bertarelli what went wrong? You are the 'temporary' custodian of the brand leader in match racing, being congratulated on all sides and with the possibility to enhance the product even further. Why then take a number of courses of action that, even to the most junior marketing executive, could be seen to devalue everything that had been so recently built up.

Not being a mind reader I have no answer for Ernesto's behaviour, but I do humbly offer him the following advice. If it 'aint broke. Don't fix it.

See the full story HERE:

Last Updated ( Tuesday, 18 December 2007 )