Carlsberg-Tetley hires UB chief

Carlsberg-Tetley has lured United Biscuits marketer and former Golden Wonder chief executive Doug Clydes-dale as its new marketing director.

Clydesdale replaces Doug Scott who left in September after 14 years with Carlsberg-Tetley, following the failed merger with Bass (MW September 4 1997).

As director of marketing at the brewer, Clydesdale will drive forward C-T’s three-year plan to focus on its core brands – Tetley’s bitter, Carlsberg lager and Calder’s cream ale. He will manage a marketing budget thought to be worth as much as 40m. It includes a 7m rugby sponsorship deal.

Marketing targets for the brands will be set when Clydesdale meets C-T chief executive Ebbe Dinesen later this week.

Tetley’s will be of primary concern. “We need to get the right kind of platform for Tetley’s and change the brand proposition to get it right,” says Clydesdale.

A review of the 5m Tetley’s advertising account, currently held by Saatchi & Saatchi, was called last year (MW September 4 1997). Work from the incumbent and Leo Burnett are in research and a decision is expected in February.

Clydesdale launched three new crisp brands – McCoy’s, Brannigans and Frisps – during his stint as marketing director at UB’s KP Foods, before taking up the post of chief executive of Golden Wonder.

He returned to KP in 1995 as managing director of the company’s crisps division, and last year took up a central business development role.

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