names ex-Hoover chief as marketing director

Independent regional airline has hired former Hoover marketer Mike Rutter for the newly created post of marketing director.

Rutter is a former vice-president of sales and marketing at Hoover. He quit the job in February 1997 after new owner Candy pulled a &£6m marketing campaign.

Rutter was a marketing manager at Hoover during the free flights promotion in 1992, which turned into a marketing fiasco. Hoover offered two flights to the US to anyone spending more than &£100 on its products and found many more flights were legitimately claimed than had been anticipated.

Three senior marketers carried the can for the disaster and were sacked, while Rutter was made vice-president of sales and marketing a year later in 1994. Since leaving Hoover Rutter has held marketing positions at Securicor, Ray-Ban Sunglasses and American Express. was previously called British European and rebranded in July last year, with a &£10m marketing campaign.

Simon Lilley, general manager of marketing, has handled marketing responsibilities until now. He will report to Rutter.

The airline uses HDM Total Communication for advertising and BJK & E Media for media planning and buying. was formed in 1979 with the creation of Jersey European and is based in Exeter. It flies to 18 regional airports and several destinations in Northern Europe including Geneva and Milan. It has recently carried out a 1 million seat give-away promotion.

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