Centrica has appointed former NatWest marketer Ian Peters as
managing director of Goldfish as it prepares to extend the brand beyond
finance into lifestyle services such as ticketing for events.
Peters joins from insurance broker Marsh where he is managing director.
He was previously retail marketing director of NatWest.
He replaces Eric Stobart, who took on the managing director role on a
temporary basis during his secondment from Lloyds TSB. Stobart becomes
chief operating officer at Goldfish where he will over-see technology
Peters' appointment has triggered a major restructure which sees product
and brand marketing merged into one division. Goldfish marketing
director Charlie Herbert takes on the top marketing role with an
enlarged remit that includes responsibility for product as well as
It has led to the exit of product director David Cooper, whose role has
been scrapped. Cooper moved to Bradford & Bingley in an undisclosed
The merging of brand and product has increased to six the number of
people reporting to Herbert. These include Pamela Jackson, head of
marketing communications, and David Oliver, head of brand and marketing
With his team in place, Herbert said innovation and new product
development would be at the forefront of the business.
The company has already launched Goldfish-branded holidays and travel
insurance, but has plans to drive loyalty by offering customers tickets
to events such as pop concerts. Other ideas that have researched well
are health-related services.
As part of its bid to become a lifestyle brand, the company is looking
to leverage the power of brands in the Centrica portfolio; for example
by making AA-branded road maps and travel guides available to Goldfish
customers buying travel insurance or holidays.
Goldfish returned to TV earlier this month with a relaunch campaign
through TBWA/London and media through MGM. At the same time, the brand
unveiled a £7m direct push through DP&A.