UDV has established eight new global brand teams to oversee all marketing for its core brands to focus itself more effectively.
The teams, termed “global brand executives” by UDV, will oversee Smirnoff vodka, Johnnie Walker whisky, J&B, Gordon’s gin, Tanqueray gin, Baileys, Malibu and the Classic Malt whisky range.
They will comprise members of UDV’s global brand development team and, for the first time, the marketing directors, and in some cases managing directors, of each brand’s most important markets. The relevant global brand directors appointed in January last year will head the teams, reporting to global marketing director Ivan Menezes.
The teams will be responsible for all global brand strategies, marketing initiatives, global advertising reviews and for meeting the annual sales targets of each brand. They will meet four times a year and each member is expected to spend 15 percent of his or her time working for the teams.
Menezes says: “These [domestic marketing directors] are the people closest to our brands in their markets. Their increased involvement will strengthen global brand strategy, thanks to the wealth of market and consumer insights that they can bring to the table.”