The high cost of squashing a rumour

A 'baseless rumour' about the Gift Voucher Shop prompted the company to invest €250,000 in defensive marketing, writes Siobhán Brett.

24th February, 2013
Aoife Davey, group marketing manager for the Gift Voucher Shop, Britain and Ireland. Photo: Tony O'Shea

The rumour earlier this month that the Gift Voucher Shop - a subsidiary of An Post and behind the One4all brand - was going into examinership was untrue, but it took a significant amount of disproving by the marketing team, and an unplanned marketing spend of €250,000. "It was - and is - costly, but we're prepared to invest and committed to keeping it going," said Aoife Davey, group marketing manager for Britain and Ireland....

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