International chief marketing officer, Asda

Rick Bendel International chief marketing officer Asda

Asda’s marketing mastermind scored a direct hit on deadly rival Tesco with the Asda Price Guarantee. While take up of the system might not have been huge, it scored a PR coup by giving weight to Asda’s claims to be the cheapest, and panicked Tesco into offering double the difference, which was abused and forced Tesco into an embarrassing climbdown.