Burton’s Biscuits, maker of Jammie Dodgers and Wagon Wheels, has completely replaced its marketing team, including marketing director Ian Paton, following the company’s relocation.
Paton and his marketing team refused to relocate from Bracknell, Berkshire, to Blackpool, Lancashire and are understood to have taken up posts elsewhere.
Former marketing director Ian Paton and the rest of his Bracknell-based team have taken up posts with other companies, rather than relocating.
Burton’s moved to relocate marketing under the same roof as financial and administrative functions earlier this month.
Rob McNeilly, who was previously marketing controller of pizza brands at United Biscuits’ Frozen and Chilled division before the business was sold to Heinz, becomes marketing controller for Burton’s core brands Jammie Dodgers, Wagon Wheels and Viscount biscuits.
Andy Valentine, the former UK marketing controller of Horizon Biscuits, has joined as marketing controller of retail (own-label) brands – such as Royal Edinburgh shortbread – which form 50 per cent of the company’s output.
The pair, who report to chief executive and managing director Adrian Sharpe, have appointed nine other marketers.
Burton’s plans to launch new brands in 2001 and double its marketing spend from &£2.5m to about &£5m.
Creative work is handled by Saatchi & Saatchi, with media buying and planning through Carat. Valentine says there are no plans to review the accounts.
Sharpe says: “Relocation will enable us to drive efficiency and improve communication. The coming years will see Burton’s dominating the children’s sector, enhancing our position in the chocolate countline market and becoming the number one private-label producer.”