SCA Hygiene appoints Euro tissue supremo

SCA Hygiene has appointed Ole Terland to head its European consumer tissue business, which includes the UK’s second-largest toilet roll brand, Velvet, as part of a wider overhaul of the company.

Terland, who was previously in charge of research and technology at SCA, will be responsible for creating a strategic direction for the business, including Velvet’s marketing strategy.

The company has reorganised its business structure, merging three divisions – “fluff” products, away-from-home tissues and consumer tissues – under the personal care banner. Head of consumer products Gunnar Johansson, to whom Terland will report, will head the personal care division.

The organisational and strategic rethink comes in the wake of a dispute among the company’s leadership. SCA’s European hygiene president Stefan Angwald left last month after disagreeing with SCA president and chief executive Jan Ãâ¦ström about the future organisation of the consumer tissue operation. Angwald’s position is still vacant.

SCA head of communications Peter Nyquist says the company is looking at a number of options, including the appointment of a European marketing director under Terland. The rejig will not affect the position of UK regional marketing director Brian Parkinson.

Fallon has handled advertising for Velvet since the beginning of the year, after the account was shifted out of Publicis owing to a conflict with Procter & Gamble’s toilet tissue brand Charmin (MW December 19, 2002).

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