ANALYSIS: Sale of the week

Coventry City manager Gordon Strachan’s impersonation of a crazed wind-up doll while patrolling the touchline screaming and gesticulating inspired some seriously ’out of the box’ thinking at James Brown’s new company, I Feel Good.

Coventry City manager Gordon Strachan’s impersonation of a crazed

wind-up doll while patrolling the touchline screaming and gesticulating

inspired some seriously ’out of the box’ thinking at James Brown’s new

company, I Feel Good.



The publishing outfit had recently taken over the production of Leeds -

the official Leeds United football magazine - and was running a ’blast

from the past’ feature on Strachan, a former Leeds player.



Editor-in-chief and Leeds afficionado Brown made the connection and

suggested to advertisement director Anna Hyde that she might try to get

Duracell batteries to sponsor the feature.



’He explained that Strachan was a bit of a livewire and convinced me

that he resembled a battery with his copper top,’ says Hyde. ’So I

called Duracell and put it to product manager Jonathan Wickham. He went

for it straight away.’ Last we heard, Hyde had given Brown a ratecard

and dispatched him to sell the rest of the magazine.



So put away your fancy presentations with charts and MMS data and just

ask your friendly editor for help.



Got a potential sale of the week? E-mail lexie.goddard@haynet.com.



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