SABMiller plans to share global digital best practice

SABMiller, the world’s second largest brewer by sales, has appointed agency veteran Gavin Marshall to develop a global approach to digital marketing activity for worldwide brands such as Miller Genuine Draft and Peroni.

The company wants Marshall to provide a “global perspective” to help it bolster its digital marketing capabilities across the world. He will provide support to its four global brand teams in developing and executing global strategies.

Local campaigns will continue to be developed and planned on a regional or country basis but Marshall will coordinate and share best practice from around the business.

Charlie Hiscocks, director of Integrated Activation, SABMiller, says: “Digital marketing capabilities are evolving at a breathtaking pace, making it difficult for operational teams to stay abreast of global trends and best practice.

“Digitally-enabled marketing is already happening in SABMiller’s businesses around the world but Gavin will give us a global perspective – ensuring that we are making the most of local and regional expertise, capturing best practice and leveraging our learning to lead the programme for capability development at a global level.”

Marshall’s appointment is the latest move by the company to improve coordination of its marketing activity. Earlier this year, it appointed WPP’s Jim Taylor to the role of head of integrated activity planning with a brief to develop “world class plans which integrate consumer, shopper and customer activation”.

SABMiller operates in 60 countries with brands such as Miller Genuine Draft, Grolsch, Pilsner Urquell as well as Peroni available across the world.

The company has local deals with brewers that see some of its brands marketed by other companies in other countries. Molson Coors, for example, markets Grolsch in the UK.

Marshall joins from agency search and selection service AAR. Prior to this he was 15 years in digital and direct agencies including a stint as group business director of digital shop Agency Republic.

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