SCA creates group role to bolster brand position

Velvet toilet tissue manufacturer, SCA Hygiene Products has promoted its marketing manager for tissue, Lesley Cordial, to the newly created position of marketing controller for its tissue and fluff division.

The move to appoint Cordial as the top marketer for the Velvet, Bodyform and Handy Andies brands comes in the middle of a creative review of the Velvet brand, believed to be worth about &£10m.

Cordial, who will report to category director Sally Barker, will be part of the team overseeing the pitch process. She will start her job on August 1.

Roose, which won the business more than four years ago, has been invited to repitch against a shortlist of agencies complied by the Incorporated Society of British Advertisers (ISBA).

The agency created the ads featuring a comic busybody, Mrs B, a Hyacinth Bucket-like character with a desire for the finer things in life.

It is understood that six agenc

ies have been shortlisted for the pitch.

Roose also handles the Bodyform brand, which is not part of the review. SCA Hygiene wants to increase Velvet’s market share, in the face of tough competition from Procter & Gamble’s Charmin and Kimberly-Clark’s Andrex brands.

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