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).