Nestlé Rowntree boss trashes Harrison plans

Chris White, the new managing director of Nestlé Rowntree UK, has taken an axe to the marketing strategy put in place by former marketing director Andrew Harrison, claiming that the business has “lost its focus”.

Chris White, the new managing director of Nestlé Rowntree UK, has taken an axe to the marketing strategy put in place by former marketing director Andrew Harrison, claiming that the business has “lost its focus”.

White, who joined the company in December, just weeks before Harrison left to become managing director at yoghurt manufacturer Müller (MW January 8), says he wants to establish Nestlé Rowntree as the leading confectionery brand in the UK and hopes to increase its market share from 17.3 per cent to 20 per cent in the next couple of years. It is the third-largest confectionery company, after Cadbury and Mars.

He has already restructured the marketing department to bring it closer to the rest of the business and has appointed former Lowe account director Mike O’Reilly as consumer communications manager to liaise with the division’s roster agencies, J Walter Thomson and Lowe & Partners. White has also promoted Deidre O’Donoghue to brand group marketing manager from a role in customer marketing and sales.

At the same time, Nestlé has parted company with M&C Saatchi, the agency that created the Pop Idol and World Idol idents. White says that the sponsorship did not increase sales because it was “not properly leveraged”. He says that he has no plans to change Nestlé Rowntree’s other agencies, but will move accounts between the two agencies if creative work does not deliver results. He denies speculation that Milky Bar, handled by Lowe, will be the first piece of business to move.

White is reviewing each brand’s campaigns, and has already dropped Lock, Stock and Two Smoking Barrels star Jason Stratham from Kit-Kat advertising. The review also includes the relaunch of Double Cream, which he admits has not performed in line with expectations (MW January 22). He says: “With Double Cream, we aim to restore our chocolate credentials. The new work and products represent much better thinking.”

Latest from Marketing Week

Marketoonist on PowerPoint pitches

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here Tom Fishburne will be speaking at the Festival of Marketing, which is taking place on 4 and 5 October at Tobacco Dock. To find out more information, including how to book tickets, visit […]

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

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 will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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