Colgate-Palmolive marketing director Karen Guerra has been promoted to
general manager of UK and Ireland as the company focuses resources on
its oral and personal care products.
Guerra replaces John Reid, who is to run Colgate-Palmolive’s operations
in the South Pacific.
One year after her appointment to the top marketing job, in October
1992, Guerra was responsible for the introduction of Colgate Total. It
is now brand leader, with an 11% share of the toothpaste market. She
also masterminded the Palmolive brand’s move into shower gel and the
relaunch of Soft & Gentle deodorant earlier this year.
Guerra has worked for Colgate since 1983, except for a two-year stint at
Pepsi-Cola between 1986 and 1988. A spokeswoman said her replacement
would be appointed internally by the end of September.
In recent years the US-owned cleaning products firm has switched
marketing funds from household cleaning brand Ajax to brands such as
Colgate, Palmolive and Soft & Gentle.
In December, the company consolidated its entire pounds 362m ad budget
into Young & Rubicam. In the UK this amounted only to the addition of
Ajax, which has had no advertising since 1987.