David Neale, head of the Mars ice cream business and the man responsible for changing the Marathon name to Snickers, has joined Reebok as UK marketing director.
He fills the board position left vacant after Robert Fallow went in February to take the top marketing job at mobile phone operator Orange. Neale will report to UK managing director Dave Singleton.
During his 11 years at Mars, Neale had a number of sales and marketing posts, including the management of the Twix brand across Europe and the management of Marathon (Snickers) in the UK.
His decision to leave Mars has prompted an internal shake-up at the confectionery giant. Rachel Bradley, brand manager for the Mars Bar for the past 18 months, is promoted to Neale’s former post. Bradley, who has worked at Mars since September 1988 will be replaced by Matt Barwell, brand manager for Snickers. David Wilson, Bounty brand manager, moves over to Snickers. A new Bounty brand manager will be announced shortly.
Reebok, which uses Lowe Howard- Spink as its UK advertising agency, has recently launched a press and poster campaign featuring Harry Enfield’s Scouser characters to promote a new yellow Liverpool football strip. The sports company is also kit manufacturer for Aston Villa FC and sponsor of Bolton Wanderers FC and the British athletics team.