One of the UK’s most senior drinks marketers, Simon Rhodes, Scottish Courage brands director lagers, is quitting the brewer to join PPP Healthcare as group marketing director.
The move casts a shadow over the future of PPP director of marketing Andy Brown and is significant in that it underlines the growth which has seen the company expand beyond healthcare insurance. These new areas include: buying private hospitals; developing long-term care facilities; running a 24-hour medical advice helpline; and discussing opening healthcare centres similar to those Bupa is planning (MW January 31). Brown denies he is leaving the company.
Rhodes will be responsible for building the brand in a market which now includes every aspect of fitness and leisure. PPP holds just under 30 per cent of the existing health insurance market, which is valued at 1.7bn. He will be in charge of harmonising the three distinct arms of the business: Lifetime Care, Denplan and the traditional healthcare insurance division.
Two years ago, PPP hired M&C Saatchi to develop a higher profile and last year increased its ad spend by eight times to 8m, as part of a 20m revamp.
Scottish Courage is also an M&C client: M&C handles the 12m Fosters account. But it is unclear who will replace Rhodes, who is expected to take up the role at PPP in May.
Scottish Courage was unavailable for comment as Marketing Week went to press.