P&G picks homecare boss

Procter & Gamble has picked its European laundry brand chief Giuseppe Casareto to head its UK marketing for fabric and homecare brands.

Procter & Gamble has picked its European laundry brand chief Giuseppe Casareto to head its UK marketing for fabric and homecare brands.

Casareto will take over the job of UK marketing director from Mark Brickhill, who was promoted to marketing director for fabric care in western Europe last month (MW September 11). Casareto, who will begin his new job at the beginning of November, will report to P&G vice-president and general manager for UK and Ireland Chris de Lapuente.

Casareto will take responsibility for an annual ad budget of about £50m, covering key P&G brands such as Ariel, Fairy Daz and Bold.

Grey Worldwide handles creative advertising for the company, with media split between Publicis Groupe-owned Zenith Optimedia and Starcom MediaVest Group.

Casareto says the role will be more “operational” than his present position. As marketing director for commercial products in western Europe, Caserato oversaw the strategic direction and profit management for the European laundry and household cleaners market.

Previously, Casareto worked as marketing manager for laundry in southern Europe. He is familiar with the UK market as a result of his present responsibilities as well as his time as marketing manager for global haircare, based in London.

Casareto’s move comes at a time when P&G has expanded its European laundry portfolio with the acquisition of Colgate-Palmolive’s brands.

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