Coors Brewing International has poached its new European marketing director from Nintendo.
Robert Borland, marketing manager with THE Games/Nintendo since 1995, will take over marketing for Coors Extra Gold and any new product development across Europe.
His appointment follows that of Bernadette Traynor as UK marketing manager for Coors. Coors Brewing has been setting up its own operation in the UK since ending a six-year joint venture with Scottish & Newcastle. Coors now handles its own marketing and must contend with stiff competition from other American brewers.
Prior to joining THE Games, Borland spent three years at Arthur Pike Associates, advising on marketing strategy for clients such as Sony Electronic Publishing and Bupa.