SABMiller has appointed Charlie Hiscocks, the director of integrated WPP Group-owned agency Added Value, as group brand communications director. He reports to group marketing director Mark Sherrington, former chairman of WPP-owned Tempus Worldwide.
Newly appointed chief brand officer Ije Nwokorie will take over as CEO next year.
The direct-to-consumer flower business is reducing its marketing spend as it shifts its focus from growth to profitability, following £100m in operating losses last year.
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Lucozade has united its Energy and Sport offerings under one masterbrand in an attempt to increase brand equity while also creating huge efficiencies in its marketing spend.