GSK man behind Lara tie-up moves to Ireland

GlaxoSmithKline vice-president of marketing – the man who introduced Lara Croft as the face of Lucozade Energy – has been promoted to run GSK’s Consumer Healthcare operations in Ireland.

Peter Harding, who also oversaw the recent pitch for the Lucozade Sport advertising account at the end of last year, heads marketing for GSK Nutritional Healthcare in the UK. He moves next month to become vice-president and general manager for the Irish division.

Harding joined SmithKline Beecham in February 1997 as Lucozade category director from the position of marketing controller for Foster’s at Scottish Courage. He was promoted to vice-president of marketing in 2000 and has been responsible for brands such as Horlicks, Lucozade and Ribena.

In Ireland, Harding replaces John Sayers who has been appointed vice-president and general manager of GSK’s Consumer Healthcare business in central and Eastern Europe.

Harding recently oversaw the review of the &£4m Lucozade Sport account which moved out of Ogilvy & Mather to M&C Saatchi (MW January 9). He moves at a time when Lucozade Sport is developing a number of brand extensions including a carbo-gel, cereal bars and flavoured water.

While at Scottish Courage Harding oversaw the relaunch of John Smith’s Bitter, which saw the introduction of comedian Jack Dee as the face of the ale’s advertising campaigns.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


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 are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here