Packard Bell hires former AST marketer

Home PC manufacturer Packard Bell has replaced marketing director Susan Lazareff with Graham Paterson, formerly European marketing director for AST computers.

Paterson joined Packard Bell in August to fill in for Lazareff following her departure for fax-to-e-mail services venture eFax.com, where she became head of marketing and business development.

Packard Bell managing director Graham Hopper will confirm Paterson as Lazareff’s replacement within the next week. Paterson, who will report directly to Hopper, spent 13 years at AST before leaving in March 1998. Before joining Packard Bell, he was general manager northern Europe for Viewsonic, a US-owned manufacturer of computer monitors.

Paterson will control Packard Bell’s move into small business PC services.

He says: “We dominate the home PC market, but will develop business where it makes sense to do so. For us that means expanding the product offer to suit home business use.”

Packard Bell spent £2m on advertising last year. However, much of its spend is run through the Dixons Stores Group with creative by M&C Saatchi and media by Walker Media.