Kipling steps in to fizz up Budweiser

Vicki%20KiplingAnheuser-Busch has promoted brand controller Vicki Kipling to UK marketing director. She replaces Jim Gorczyca who returns to the US after three years.

Kipling will report to UK and Ireland managing director David Dryden.

Gorczyca, who took over the marketing reins in the UK in 2004, was initially the brand manager for Bud Light in the States. He will return to the head office at St Louis, Missouri to take up a brand director role.

Gorczyca’s predecessor Randall Blackford was also moved back to the US after two years in the job, to lead the Bud Light brand team based at Missouri (MW September 16, 2004).

Gorczyca was responsible for the 2005 UK launch of BE caffeinated beer in a bid to attract young consumers.
Kipling’s appointment follows the recent merger of the customer marketing and brand teams, which resulted in job cuts in the Budweiser brand marketing department.

Earlier this year Kipling spearheaded an interactive marketing campaign for Budweiser, in which consumers sent codes from Budweiser bottles or cans via mobile phone. They were then connected to an online “bazaar” to buy or bid for Bud-related merchandise and other items.

According to Mintel, Budweiser’s UK sales fell around 20% in 2002-2004, while Anheuser-Busch cut its TV ad spend to £12.7m last year.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


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 are your guide.


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

Having problems?

Contact us on +44 (0)20 7292 3703 or email

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