Bass appoints BP marketing chief

Bass Taverns has hired BP Oil’s head of UK marketing Gerry Abram to its newly-created post of director of retail sales development.

Abram will oversee the introduction of sales promotions within the Bass Taverns estate, which comprises more than 2,500 outlets, including branded concepts such as the recently acquired Harvester and Toby restaurants, Innkeepers Fayre, and the themed pub chains Fork & Pitcher, O’Neills and All Bar One.

The new appointment underlines the growing importance of sales promotion to the pubs and restaurant chains as they battle with a fragmenting leisure market and the tendency of consumers to pursue entertainment at home. Some chains are even introducing loyalty cards.

At BP Oil UK, Abram headed marketing for the company’s petrol stations. He worked for the company for more than five years under various titles, most recently as marketing development manager. BP is seeking a replacement, but Abram’s duties are being undertaken temporarily by Barbara Lohoar.

The petrol price war showed some signs of abating yesterday (Tuesday), when petrol pump prices rose by about 2p per litre. The increase was blamed on raw material price rises.

Latest from Marketing Week


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


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.


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.


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 3703 or email

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