Ader heads marketing after Taunton merger

Matthew Clark has been given clearance for the 271m acquisition of Taunton by the Office of Fair Trading. The new company, Matthew Clark Taunton, starts trading from today (Wednesday).

One of the first moves made by the new management has been to appoint Matthew Clark Gaymer’s marketing director, Mike Ader, marketing director of the new company. However, Taunton chief executive Peter Adams will have no role in the merged company.

Taunton commercial director Andy Nash will become managing director, while Matthew Clark Gaymer managing director Kevin Philp becomes commercial director.

Philp says he expects no redundancies in the marketing department, though some Taunton staff may decide not to relocate to the Matthew Clark Gaymer Bristol offices.

The combined marketing budgets for the two operations will be 41m, and Ader’s first task will be to call a full agency repitch for all Matthew Clark Gaymer and Taunton brands.

Philp says: “We’ll speak to both sides on the advertising agencies. This is a new business, and they will all have to repitch.”

Taunton agencies include Grey London, with the 3m Dry Blackthorn and 1.5m Diamond White, and Fres brands. TBWA handles the 5m Miller Genuine Draft account and GGT has Red Rock and Brody.

Matthew Clark Gaymer uses Rainey Kelly Campbell Roalfe for brand development work.

Matthew Clark Gaymer has a reputation for slashing advertising budgets, although it is unlikely to cut spend on Taunton’s top brands.

The new venture will have about 45 per cent of the cider market by value, against Bulmer’s 46 per cent (MW October 13).

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 3711 or email subscriptions@marketingweek.com

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