Cussons marketing director to shed international responsibilities

Cussons, manufacturer of Imperial Leather and Foamburst, has moved international marketing director Dominic Box back to his old position of UK marketing director, after less than nine months in the global role.

Box’s promotion last August to international marketing director for personal cleansing saw the creation of a new role at Cussons as an extension of his UK post (MW August 23, 2001). In the international role, Box was responsible for the global strategy and development of Cussons’ core brands, including Imperial Leather soaps, shower and bathing liquids and Carex anti-bacterial soaps and liquids.

Box is now marketing director and supply chain director for the UK, and has no responsibilities for global markets. It is unclear whether the move is part of a bigger restructure at the company. Box maintains that “this is just an internal move”.

In 1999, Box appointed Manchester-based BDH TBWA to handle Cussons’ £8m advertising account, after the company split with Bates UK.

Last year, Cussons introduced characters called Squirts as part of a £2.1m television advertising campaign to spearhead the relaunch of the Carex brand. The ad used the strapline “Carex, give it a couple of squirts”.

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