IBM is looking for its first UK marketing director for two years as
part of its attempt to bring consistency to the brand and to step up
UK-led marketing activity.
IBM has no real tradition of marketing, appointing Mike Mawton as its
first and only marketing director in 1993. Mawton was moved to a
regional general management role in 1995.
The company is looking to appoint someone who will oversee the entire
IBM UK business, which is undergoing consolidation.
The computer firm started to bring its separate UK divisions together
last month to stop different parts of the company competing against each
other. It now has a Personal Systems Group, overseeing the former PC,
network computing and consumer divisions.
Restructuring is continuing in the business division, which IBM now
views as its core business and which is receiving the bulk of its ad
It recently launched a pounds 4m ad campaign to promote its business
Internet service for electronic commerce.
’The need for a marketing director reflects another round of maturity of
our communications process,’ said Alan Gillings, media relations
According to Dataquest figures from December last year, Compaq is the
market leader with 16% market share across all PCs, with IBM in second
place with 8%.