Nicola Peers, the International Wool Secretariat’s (IWS) group
manager for international marketing, has departed suddenly from the
trade body, just one month after taking the position.
Her departure follows confusion over a review of the IWS’s pounds 22m
advertising business, which seemed to be going ahead last month, but was
Peers, 36, joined the IWS at the end of October to oversee global
marketing for the Woolmark brand and promote international wool
consumption. She reported to David Conners, global director of
operations, and was responsible for a pounds 22m marketing budget
including advertising, labelling and point-of-sale materials.
Although the international account is held by Abbott Mead Vickers BBDO
and the rest of the BBDO network, Peers visited a number of
international network agencies in November. A pitch list, selected after
a trip to the Advertising Agency Register, is believed to have included
M&C Saatchi, DMB&B, Young & Rubicam and TBWA Simons Palmer.
The IWS later issued a statement saying: ’The account is not up for
repitch at this time’, and confirmed that AMV’s current campaign would
be extended until autumn 1998.
Peers was formerly marketing director at French wine and food agency
Sopexa, where she spent six years before walking out in July this year
over cutbacks in her budget and a change in reporting structure. At
Sopexa, she oversaw the ’Le Crunch’ campaign for apples and the ’Think
Red, think Cotes du Rhone’ wine campaign.
Jeni Cropper, IWS international PR manager, declined to comment on the
reasons for Peers’s exit.
Conners’s aim at IWS is to position wool as a modern material and
attract a young audience. In August, AMV adopted a fashion-oriented
approach using models and the line ’Take comfort in Wool’.