Smirnoff hires new global chief

The Pierre Smirnoff Company has appointed a new global marketing chief to replace Paul Davey, who is to head the Russian division of parent company International Distillers & Vintners in April (MW April 19).

The company, which distributes and markets Smirnoff vodka worldwide, has appointed Tim Dewey, its vice-president for northern Europe, as the new vice-president for international marketing.

He will be responsible for Smirnoff’s 45m worldwide advertising budget, and is briefed to build Smirnoff into the world’s number one spirits brand, a position held by Bacardi rum.

Dewey will work with agency the Lowe Group to continue the Pure Thrill advertising campaign for Smirnoff Red, and to develop premium vodka version Smirnoff Black, as well as the Moscow Mule drink.

Dewey has spent eight years with Smirnoff parent IDV, working as a marketing controller and marketing director at Gilbey’s Ireland.

Dewey will report to Susan Murray, the president of Pierre Smirnoff, who took up the top position a year ago.

Smirnoff was one of the first spirits brands to advertise on UK television, and took its “Through the bottle” campaign onto satellite television channel, Eurosport. It has also heavily advertised its Smirnoff Black premium brand with an “epic” campaign set against the Russian Revolution.

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