Goldfish restructures for 'lifestyle' launches

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.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer