Casio appoints new head of UK marketing for watches

Casio, the Japanese electronics and computer group, has appointed a new head of UK marketing for watches following the departure of Kevin Rogers.

Michael Williamson takes up the position – he was previously group product manager for Casio’s watch and musical instrument ranges.

Rogers has left to join Red Letter Days, an incentive company. He had worked at Casio for ten years.

Williamson will oversee Casio’s 7m ad spend, 5m of which is to support the relaunch of its G-Shock brand. The push, which breaks in the press in July, aims to broaden the appeal of G-Shock, moving it away from its niche high-fashion image.

Casio appointed Doner Caldwell Hawkins to the G-Shock account in April (MW April 30). The spend was hiked from 1m. The company claims it intends to make the brand a world leader.

Michelle Edwards will be promoted to product manager for Casio watches, and Kerry Staniforth is to become product manager for G-Shock.

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