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Steve Norman, the 55-year-old global marketing chief of Renault, is a self-proclaimed car nut. He has owned a Renault Vel Satis 3.0 dCi, and Clio III TCE, a Corvette C5 coupe, a Land Rover Defender. Small wonder that people joke about Norman having Castrol oil running through his veins.

The quintessential car man, Norman commands mar- keting for Renault, the world’s fourth-largest car maker, thanks to its partnership with Nissan.

SAP is one of those companies that few people have heard of but few people could live without. You could wake up to your Sharp alarm clock, go for a run in your Adidas trainers, get milk out of your Bosch fridge to pour on your Kelloggs cereal, shave with Proctor & Gamble products, and look at your TAG Heuer watch to see it was time to jump in your BMW car and head to work, and everything you would have done that morning would have to some extent relied on SAP’s products and services.

With more than 25,000 staff across 4,100 offices in 44 countries Randstad is a significant company. It is in fact the second largest in its market, and every year it makes significant investments in its marketing campaigns across the globe. Judith Franssen has been at the company for 23 years and is now the International Marketing Director, responsible for marketing activities in 22 countries. As such she knows more than a thing or two about how to maximise the return on those marketing investments.

Oats & More, a product whose crunchy flakes are coated in oats, topped with honey-kissed clusters and ‘so unbelievably delicious that you wouldn’t want to share it,’ ran a media campaign using national newspapers and TV, targeting women aged 25 to 55, regular cereal buyers. The media spend for national newspapers was £0.7m; for TV, £1.2m. The marketing objective was to launch Oats & More as the irresistibly tasty way to get the goodness of oats.

Dairylea, in its campaign for the re-launch of Lunchables—a product consisting of typical meal combinations such as crackers, meat and cheese—targeted female shoppers with children between 5 and 10 years. The media spend on national newspapers was £1.3m; on TV it was £1.1m.