Procter & Gamble has filled the post left vacant after John Hardie, managing director of its European cosmetics and toiletries division, was poached to join ITV as marketing and commercial director.
Paolo De Cesare, formerly managing director of the skincare division at P&G, has been appointed to the role.
The Italian executive takes on responsibilities for brands which include Max Factor, Cover Girl, Old Spice, Oil of Ulay and the German-based brand Ellen Betrix.
He will also take charge of the future performance of two launches managed by his predecessor – the men’s aftershave Old Spice Whitewater and Oil of Ulay’s extension into a cosmetics range, called the Oil of Ulay Colour Collection.
A P&G spokeswoman refuses to confirm or deny the changes.
Hardie left P&G just over a month ago (MW October 23) to join the new management line-up at the ITV Network Centre, headed by chief executive Richard Eyre. In his first week at the channel, Hardie called a review of ITV’s advertising arrangements and has drawn up a shortlist of Duckworth Finn Grubb Waters, HHCL & Partners, TBWA Simons Palmer and the incumbent agency, M&C Saatchi.