BA picks Ennals to replace Batt

NEWS British Airways has chosen Fruit of the Loom marketing chief Ford Ennals to replace Mike Batt as marketing director.

NEWS

British Airways has chosen Fruit of the Loom marketing chief Ford Ennals to replace Mike Batt as marketing director.

According to sources, Ennals, who takes up the post next month, will be charged with re-establishing the authority of the marketing department in the wake of the Saatchi crisis.

BA chairman Sir Colin Marshall called a review of BA’s advertising after Maurice Saatchi resigned from Saatchi & Saatchi in December 1994. He is understood to have overridden the general sentiment of the marketing department in appointing M&C Saatchi to the BA and Qantas ad-vertising accounts (MW May 5).

M&C Saatchi was awarded a year-long contract to handle the airline’s 60m advertising account. During the prolonged pitch Marshall was criticised by some commentators for letting personal loyalty influence business decisions.

Ennals, executive vice president marketing and business for Fruit of the Loom, has worked closely with Maurice Saatchi as a client when Ennals was at Mars. He does not view the initial year’s contract as a trial period. “Maurice has a great relationship with the people at the airline and he has his own view of how to take the advertising to the next stage,” he says.

Ennals will report to managing director Bob Ayling. Derek Dear, general manager marketing communications, has been acting marketing director since Batt’s departure.

Ennals has worked for Lever Brothers, Mars and Reebok.

Batt resigned from BA in February to move to the US as executive vice president sales and marketing for Alamo Rent A Car (MW February 24).

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here