GlaxoSmithKline (GSK) has promoted European category management director for oral care Fiona Macleod to UK marketing director for oral care.
Macleod replaces Helen Leighton, who has been appointed category management director for enterprise brands, with global responsibility for research and development.
Enterprise brands – which include the Beechams Cough, Cold & Flu range – are those GSK brands which are not in the company’s top 12 sellers.
In her role as UK marketing director for oral care, Leighton was responsible for various initiatives such as the launch of Macleans Ice Whitening and Aquafresh Multi Action Whitening.
As category management director, Macleod was responsible for the future development of various oral care brands, including the Macleans and Aquafresh ranges.
GSK recently launched 40+, a Macleans brand extension aimed at the “grey market”. The toothpaste, which retails at £2.49, is supported by a £3.6m advertising campaign, created by Ogilvy & Mather (O&M). The launch was followed by the launch of an electric toothbrush called Whitening Power. The company claims that the brush whitens teeth as it cleans them (MW March 14).
Last year, GSK shifted the £4m Macleans toothpaste account out of Grey Worldwide and into O&M. At the same time, GSK awarded O&M the Zantac and Zovirax accounts.