Nestlé prepares for UK overhaul

Food giant Nestlé is restructuring its UK operation to reward a leading exponent of direct marketing within the company, in a move which could be a significant pointer to future marketing developments.

Food giant Nestlé is restructuring its UK operation to reward a leading exponent of direct marketing within the company, in a move which could be a significant pointer to future marketing developments.

Duncan MacCallum, marketing manager for Crosse & Blackwell and Buitoni for Nestlé UK, is to take up a more senior post at Nestlé’s headquarters in Vevey, Switzerland.

He has been promoted to head the marketing of worldwide ambient business for Buitoni, and starts his new job in February.

The move represents a considerable promotion for MacCallum, who ran Buitoni’s innovative below-the-line initiative, the Casa Buitoni Club. The Club allows Nestlé to target its customers by name through direct marketing, a significant advance on previous above-the-line- based campaigns. The success of the scheme is seen by observers as a key reason behind MacCallum’s promotion.

The move could be an early indication of a new attitude to above-the-line advertising at the Swiss-owned multinational.

Incoming chief executive Peter Brabeck, who takes over in 18 months, is known to favour reaching the consumer directly rather than through traditional advertising campaigns.

Tony Aves, marketing manager for Nescafé in the UK, is also tipped for a move within the company.

Nestlé refused to comment as Marketing Week went to press.

Comments

    Leave a comment