Tesco turns to P&G for new head of advertising

Tesco has appointed former Procter & Gamble brand manager Catherine Baxendale to the position of head of advertising.

Tesco has appointed former Procter & Gamble brand manager Catherine Baxendale to the position of head of advertising.

The post of head of advertising became available when Carolyn Bradley left in April to become marketing director of Tesco’s French chain Catteau. Baxendale previously worked on P&G’s haircare ranges. It is understood that she has most recently been working as a consultant for P&G.

Some observers believe Tesco is considering reversing its policy of cutting ad expenditure in favour of direct marketing campaigns.

The latest market share data available from Taylor Nelson AGB shows Tesco’s share has dipped from a high of 22.8 per cent in the four weeks to the end of June, to 22 per cent in the month to the end of July. Observers believe the company is preparing to increase its ad spend.

The appointment of Baxendale comes after a shake-up in Tesco’s marketing department. Richard Brasher was appointed marketing operations director in February (MW February 2) to replace Tim Mason, who had been appointed to the Tesco board as marketing director.

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