Interflora creates marketing director role to target youth

Interflora is looking to appoint its first marketing director ahead of an image overhaul aimed at appealing to the elusive 18to 24-year-old market.

Until now marketing has been handled by Interflora’s marketing manager Helena Bissett, but as part of a recent restructure the company has created a number of director-level positions, including directors of finance, operations, and marketing.

“Interflora is a company that is moving quite rapidly to reinvent itself,” says an Interflora spokesman. “Creating a new level of management will bring more expertise to the company.”

Interflora is launching its more youthful image next month with the aid of a national roadshow and a press advertising campaign, created by The Company, which was appointed to the &£3m account last year.

Media buying and planning is handled by Media Connections, although these arrangements may be reviewed by the incoming marketing director.

Interflora’s attempt to appeal to younger consumers caused controversy earlier this year when Private Eye magazine refused to run one of the executions in its Valentine’s Day ad campaign. (MW February 8)

The Advertising Standards Authority (ASA) also received a complaint about the ads, which showed a female torso with roses in place of her breasts and navel, and three different straplines: “tit elation”, “asset management” and “love blooms”.