SCA appoints toilet-roll boss

SCA Hygiene has promoted Dieter Bocher to the newly created position of regional marketing director in its restructured toilet tissues division.

The promotion will bring all UK marketing responsibilities for its Velvet toilet tissue brand under Bocher, who will head a rejigged marketing team. Bocher was previously marketing controller for the Bodyform female hygiene range. He will report to managing director for consumer tissues Andreas Pier.

The news could affect SCA’s relationship with Fallon, which was handed the £10m Velvet advertising account in 2002 (MW December 19, 2002). SCA consolidated its £100m European female hygiene business into Bartle Bogle Hegarty late last year (MW November 27, 2003).

Bocher’s appointment follows a restructure of SCA’s European marketing operations last year. The company divided its consumer tissue business and its hygiene products into two distinct divisions.

Bocher will hope to improve the toilet tissue business’s profitability. SCA president and chief executive Jan Ã…strom has said that the aim of the restructure is to enable the company to regain lost profitability in the UK.

Sally Barker has been appointed regional marketing director for the company’s personal care division, which is responsible for Bodyform and incontinence products brand Tena.