Weetabix has appointed Spillers marketing manager Tony Corps to take charge of the 14m advertising budget, ten months after former ad chief Colin Morley quit.
Marketing manager Morley was known to be unhappy about the company’s strategy (MW July 7 1995). Weetabix is having to defend its market share against multinational competitor Kellogg, which has more than three times its value share of the market.
Corps is in charge of dogfood brands at Spillers, including Prime and Winalot, and reports to marketing director Pete Farrand.
He is expected to take up his new post in June at the privately owned British company, where he will be in charge of all the cereal brands including Weetabix, Ready Brek and Alpen, and will report to commercial director Les Comley.
A Spillers spokeswoman says no one has been appointed to replace Corps, who has worked at the company for nearly seven years.
Weetabix spends about 9.5m (Register-MEAL) through Lowe Howard-Spink and about 3.5m on secondary brands Alpen and Ready Brek through AMV.BBDO.