IBM rejig gives UK executive control of $1bn Euro direct marketing spend

IBM is restructuring its $1bn (650m) direct marketing across Europe and has appointed its UK head of direct marketing to run the operation.

Nick Leon becomes director of hybrid marketing – responsible for co-ordinating all direct marketing efforts across Europe. The computer company’s direct marketing has grown from virtually nothing to a $1bn budget department employing 1,500 people across Europe.

Leon says the budget will continue to grow as the new structure places even more emphasis on the use of direct marketing.

Leon is to be replaced in the UK by finance director Mike Lockwood, who becomes acting head of UK direct marketing. Chris Marsh, previously group account director at Wundermann Cato Johnson, is also joining IBM in a new role as manager of marketing.

IBM is structured globally into 13 industry sectors from manufacturing to finance and health. The restructure is designed to co-ordinate direct marketing efforts across all 13 sectors in Europe and bring in fresh business.

“We are not using face-to-face business representatives,” says Leon, “we want to use direct marketing to generate further demand among existing customers and extend our coverage. We have been active in our use of dealers and other business partners.”

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