Leisure marketer joins games maker

Veteran leisure marketing chief Ken Johnston is to join computer games maker Codemasters as its worldwide marketing director.

Johnston, who previously served as marketing director for the Whitbread-owned David Lloyd Leisure health club chain, will join Codemasters on June 1.

Johnston has held the positions of marketing and sales director at holiday camp operator Butlin’s, as well as brand marketing director at soft drinks company Pepsi.

He replaces marketing director Mike Hayes, who left the games company to take up the same position at Sega last month (MW April 29). Johnston will report to managing director Nick Wheelwright.

Johnston will be in charge of an advertising budget of about &£10m and will head a marketing team of 40 in the UK. He will also be responsible for teams in the company’s other main gaming markets, which include the Benelux region, France, Germany, Spain and the US.

Advertising is awarded on an ad hoc basis at Codemasters. The company has two agencies, Mercier Gray and Small Japanese Soldier, working on the launch behind forthcoming title Colin McRae Rally 2005. Iris has been appointed to handle the advertising for the launch of Club Football 2005.

Media buying and planning is through MJ Media.