Walkers Crisps has appointed its first director of marketing services to pull together new product development, consumer research and advertising effectiveness research.
Andrew Moore, formerly Pedigree Petfoods’ European franchise research manager, takes up the role next week. He will report directly to Walkers vice-president marketing Mhairi McEwan.
McEwan says: “I created this role because I wanted to pull research and the implementation of findings closer together. I also wanted someone to keep an eye on category trends.”
She adds that in too many companies new product development is separate from other operational areas.
Moore will also monitor the performance of advertising and media agencies. However, McEwan stresses that she will remain the main agency contact and that his appointment will not spark an agency review.
At Pedigree, Moore’s area of responsibility covered catfood brands throughout Europe.