St Ivel supremo quits to head own-label food firm

St Ivel’s commercial managing director, Mike Hodgson, is leaving to become a managing director of own-brand food manufacturer Greencore.

Hodgson, who has been at the company for 15 years, was in charge of the marketing department and was responsible for Shape’s relaunch this spring (MW March 21).

Hodgson assumed responsibility for marketing when the company made marketing director Tony Lucas redundant after six years (MW November 29, 2001). Earlier that year David Hall, the marketing director for Shape yogurt and desserts, also left the company.

St Ivel has switched advertising agencies on its Shape brand three times in the past two years. In 2000, the account moved from D’Arcy to Abbott Mead Vickers.BBDO. However, at the beginning of 2001 St Ivel handed the account to HHCL & Partners, but then ten months later handed it back to AMV.

Shape relaunched in March with a &£6m television campaign featuring women enduring uncomfortable miracle treatments to achieve weight loss. The ads end with the tagline, “Isn’t there a more enjoyable way to get into shape”.

Shape has also extended its range to include a bio-yogurt drink, fruit mousses and chocolate and toffee yogurts.

It is not known whether the company will replace Hodgson. St Ivel was unavailable for comment.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

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