THE BOARDROOM PLAYERS - ERIC NICOLI: Eric Nicoli understands and cares about brand loyalty and knows how to use advertising to combat retail challenges. Amanda Hall meets the chief executive of United Biscuits
27 Nov 1998 | by AMANDA HALL
Agencies selling to Eric Nicoli, chief executive of United Biscuits, are preaching to the converted. For Nicoli landed the top job at the pounds 1.2 billion branded foods empire that is home to McVitie s, Penguin and Hula Hoops via the marketing route. He knows the ad business, likes it, believes it...



