Food giant NestlÃ© 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 NestlÃ© UK, is to take up a more senior post at NestlÃ©’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 NestlÃ© 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 NescafÃ© in the UK, is also tipped for a move within the company.
NestlÃ© refused to comment as Marketing Week went to press.