Friskies moves Russia marketing boss to UK

Andrea Ghia has been appointed UK marketing director of Nestléowned Friskies Petcare. Ghia, an Italian, has come from the Moscow office of the petfood producer, where he was marketing director for Russia.

Andrea Ghia has been appointed UK marketing director of Nestlé-owned Friskies Petcare.

Ghia, an Italian, has come from the Moscow office of the petfood producer, where he was marketing director for Russia.

He replaces John Montgomery, who has been promoted to category director for catfood in Europe.

Montgomery became UK marketing director after Nestlé bought Spillers Petfoods and merged it with Friskies in 1998.

Friskies brands include Arthur’s Cat Food, Bonio, Felix, Go Cat and Winalot.

Felix is the best-selling catfood in the UK, ahead of Whiskas, while Winalot is second to dogfood market-leader Pedigree.

Friskies spent &£7m on advertising in the year to June (AC Nielsen-MEAL).

The company is to launch 12 products next month, including Felix Milk, a reduced lactose drink for cats; Felix Duo-Pot, which contains catfood and crunchy treats; Winalot Puppy; and Winalot Digestion Plus, which will feature an on-pack promotion offering a &£100,000 top prize.

The Friskies roster includes Ogilvy One, McCann-Erickson and BMP DDB.

New TV ad campaigns will break in April, promoting Arthur’s, Felix Milk and Felix Duo Pot.

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