Reebok has appointed former Helly Hansen global head of marketing Andy Towne as vice-president for marketing for Europe, the Middle East and Africa (EMEA). He replaces Siddharth Varma, who has moved to the equivalent role in the Asia Pacific region.
Towne, who took over this week, will report to president for EMEA Alan Vickers. He will be responsible for co-ordinating marketing across the region, which includes the UK.
Reebok is focusing on developing its music-inspired Sounds and Rhythms campaign in the UK. The brand has already signed up artists including rapper 50 Cent in the US and pop trio Mis-Teeq in the UK (MW September 25, 2003).
Towne’s appointment follows the recent promotion of consumer marketing manager Michael Price to UK marketing director (MW January 15). He replaced former sales and marketing director David Neale, who quit the sports brand last summer (MW July 24, 2003).
Towne left Helly Hansen last March, after over four years at the business. He parted company with the Norwegian outdoor clothing brand following an overhaul of the brand and its products. His responsibilities were split between Norwegian head of marketing Olav Teigen and Tobin Tichgaeber, head of marketing at the Seattle office (MW March 27, 2003). Towne joined Helly Hansen from Adidas, where he was head of advertising, in 1998 (MW December 3, 1998).