Nestlé prepares for UK overhaul

Food giant Nestlé is restructuring its UK operation to reward a leading exponent of direct marketing within the company, in a move which could be a significant pointer to future marketing developments.

Food giant Nestlé is restructuring its UK operation to reward a leading exponent of direct marketing within the company, in a move which could be a significant pointer to future marketing developments.

Duncan MacCallum, marketing manager for Crosse & Blackwell and Buitoni for Nestlé UK, is to take up a more senior post at Nestlé’s headquarters in Vevey, Switzerland.

He has been promoted to head the marketing of worldwide ambient business for Buitoni, and starts his new job in February.

The move represents a considerable promotion for MacCallum, who ran Buitoni’s innovative below-the-line initiative, the Casa Buitoni Club. The Club allows Nestlé to target its customers by name through direct marketing, a significant advance on previous above-the-line- based campaigns. The success of the scheme is seen by observers as a key reason behind MacCallum’s promotion.

The move could be an early indication of a new attitude to above-the-line advertising at the Swiss-owned multinational.

Incoming chief executive Peter Brabeck, who takes over in 18 months, is known to favour reaching the consumer directly rather than through traditional advertising campaigns.

Tony Aves, marketing manager for Nescafé in the UK, is also tipped for a move within the company.

Nestlé refused to comment as Marketing Week went to press.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

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