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”.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 3711 or email subscriptions@marketingweek.com

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