Scottish Courage is expanding the range of its marketing department to include commercial and customer marketing activities. This follows the arrival of Tim Seager from Procter & Gamble as marketing director in January this year (MW September 18, 2003).
As part of the restructure, the company is seeking a new commercial director to report to Seager. The move also coincides with increased below-the-line investment across the drinks company’s portfolio of brands, which include Beck’s, John Smith’s and Foster’s. The company already spends £14.1m above the line on its brands. It declined to give details about the increased spend on below-the-line activities.
The planned structure will include a new customer marketing division, which will be responsible for off-trade, and a trade marketing division, which will develop brand promotional activity.
The consumer marketing division will continue to be led by Andy Neal, who was previously a brand director. He was appointed to consumer marketing director last year (MW August 28, 2003).
The restructure follows last year’s acquisition of Bulmers and its flagship account Strongbow. Seager says: “The new structure has been designed to bring brands to life in the key battleground, which is point of sale, where many purchasing decisions are made.”