IWS ousts brand chief amid ad review turmoil

The International Wool Secretariat has ousted Nicola Peers, group manager for international marketing, who was appointed to the position less than two months ago.

Peers’ departure comes soon after the IWS is believed to have contacted advertising agencies about its 22m global advertising account. While the IWS claims only to be conducting a survey of agencies and denies that a pitch is underway, agency sources say they have been contacted about an agency review.

But the IWS’ behaviour, after initial contact with the agencies, is understood to have angered several senior agency figures. The organisation allegedly adopted a high- handed attitude.

Peers’ sudden departure raises questions over whether the survey of agencies will proceed. Among the agencies understood to be involved in the survey are DMB&B and

J Walter Thompson. The incumbent agency on the business is Abbott Mead Vickers.BBDO.

Peers was given the job, which carried responsibility for global marketing of the Woolmark brand, after her predecessor David Conners was promoted to global director of operations.

Before joining the IWS, Peers was marketing director of Sopexa, the consultancy body for the French food and wine industry, but she quit in July following cuts to its marketing budget (MW July 24). The company has not sought to replace her.

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Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

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