Heinz is looking for a senior marketer to fill the newly created role of general manager for marketing, in a move that heralds increased marketing activity by the food giant.
The appointee will be responsible for a number of undisclosed Heinz brands. The company says the marketer will be responsible for a group of “family oriented” brands, fuelling speculation that the canned foods range is to be overhauled.
The appointment could signal agency reviews at Heinz. Leo Burnett and Bates UK handle the bulk of the advertising, while EHS Brann takes some below-the-line work.
Last year Heinz created a similar role for its babyfood business, appointing Clodagh Ward – previously a category manager on sauces and dressings – to the post ahead of a relaunch of the babyfood range. Since then, Ward has overseen the launch of Simply, Heinz’s organic babyfood range; and has appointed WCRS to handle the babyfood advertising business (MW December 13, 2001).
This week, Heinz appointed Proximity London to handle a customer relationship management programme for its babyfood business. The agency won the account after pitching against TBWA/GGT Direct, Craik Jones Watson Mitchell Voelkel and Perspectives Red Cell. Proximity will be responsible for developing a unified database for the brand and building relationships with mothers.