Woolworths names former B&Q supremo as marketing director

Woolworths has appointed former B&Q marketer Stephen Robertson as marketing director with a place on the retailer’s operating board.

Robertson has been working at WH Smith as an interim marketing director for the past four months, helping chief executive Kate Swann put in place a new strategic direction at the retailer and overseeing a review of advertising and media agencies (MW February 26).

He is expected to join Woolworths in August and replaces Octavia Morley, who has moved to commercial director for home, clothing and entertainment. The well-known marketer has held numerous marketing positions, including group managing director of Kingfisher DIY Direct, marketing director of B&Q and marketing director for Mattel Toys. Robertson left Kingfisher, which used to own Woolworths before it was demerged, in a restructure last October after ten years at the company.

Woolworths chief executive Trevor Bish-Jones says: “He comes with a wealth of retailing and marketing experience and is a welcome addition to our operating board. He will build on our strategy of making Woolworths famous for children and celebrations.”

Bartle Bogle Hegarty, which Woolworths appointed to its &£25m advertising account last year, has created an advertising campaign for the retailer featuring two characters, a fun-loving sheep called Wooly and a long-suffering sheepdog called Worth, along with the tagline “Let’s Have Some Fun” (MW March 18).

Zenith Optimedia buys media for the retailer. A Woolworths spokeswoman says that there will not be a review of the agencies.

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