Dyson has appointed former Orange marketer Rob Furness as its UK marketing director to report directly to global marketing director Clare Mullin.
The appointment represents a change of strategy for the company which, as recently as last year, was seeking a head of consumer marketing as part of a move to integrate its consumer marketing and communications, instead of a marketing director.
But Mullin claims the company is focusing on “every aspect of marketing” and says Furness will help her drive marketing in all Dyson’s international markets.
Furness was previously director of marketing strategy at Orange. Before that, he was at Unilever. Immediately before joining Dyson, Furness was on sabbatical, spending time with his family.
The company, whose advertising is handled by Vallance Carruthers Coleman Priest both in the UK and Europe, claims to be market leader in the US, Europe, Australia and Japan.
Earlier this month (March) Dyson appointed The Marketing Store to handle its UK direct marketing account. The Marketing Store beat Tullo Marshall Warren and incumbent Stephens Francis Whitson.
Last year Dyson launched the DC15 – known as The Ball – the first vacuum cleaner built around a ball enabling it to twist, turn and tilt.