Peers quits top global IWS role

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.

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

later denied.

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’.


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