Guy Longworth has been promoted to UK marketing director at cereal giant Kellogg.
He was previously children’s marketing manager and UK media controller.
The top marketing post has been vacant since April 1998, when UK marketing director Mark Sims was promoted to commercial director, before being made managing director of Kellogg’s Mediterranean region in March.
Former marketing manager Joe Ennen took temporary control of marketing from January to June, when he left the company.
Longworth was instrumental in bringing back the Coco Pops name, which changed to Choco Krispies in February 1998 after the recipe was altered. More than 1 million people voted for Coco Pops to be reinstated in a telephone and Internet poll Longworth helped to create.
A Kellogg spokeswoman says: “Longworth has no immediate plans for a review of the company’s advertising, which is handled by J Walter Thompson and Leo Burnett.”
Kellogg UK managing director David Mackay says: “Guy has played a key role in revitalising the children’s business.