Kipling steps in to fizz up Budweiser

Anheuser-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.