Randall Blackford has been promoted to UK marketing director at Anheuser-Busch, taking control of the company’s &£14.5m advertising budget (AC Nielsen).
Blackford, previously the company’s North-east Asia marketing director, moved to Anheuser-Busch UK’s office six months ago, to take the job of consumer marketing controller.
As well as managing UK advertising for Budweiser, Bud Ice and Michelob, Blackford will oversee the company’s sports and music sponsorship.
He reports to vice-president and managing director of Anheuser-Busch Europe Andrew Day.
Budweiser is an official sponsor of the 2002 FIFA World Cup, Chelsea Football Club and the Ryder Cup golf tournament. Blackford’s first announcement in his new post was of a three-year sponsorship deal between Budweiser and the V music festival.
In January, Manchester United agreed a four-year sponsorship deal with Budweiser, beginning next season. Budweiser replaces Carlsberg as the club’s official sponsor.
Blackford has been with Anheuser-Busch since 1996 and was promoted to his previous role in 2000.
He takes over from David Dryden, who has been promoted to the new role of regional director of licensed markets for Ireland, Italy, Spain and France. Budweiser is distributed by Guinness UDV in Ireland, Peroni in Italy, Damm in Spain and Kronenbourg in France.