Kellogg appoints top UK marketer

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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here