Bulmer finds Guinness boss for major UK role

HP Bulmer has completed its 18-month search for a new UK marketing director with the appointment of Jon Eggleton, formerly director of marketing for Guinness Asia Pacific.

HP Bulmer has completed its 18-month search for a new UK marketing

director with the appointment of Jon Eggleton, formerly director of

marketing for Guinness Asia Pacific.



He replaces Mark Doorbar, who left Bulmer at the beginning of last year

to join the marketing department of Allied Domecq, where he is currently

vice-president of whisky brands.



The appointment completes an overhaul of the company’s senior marketing

team. In July, the company appointed Andrew Porter from Mars as

international marketing director.



Eggleton will be responsible for cider brands Strongbow, Scrumpy Jack

and Wood- pecker, with a total marketing budget of pounds 32m.



Bulmer’s beer brands, such as Amstel and Red Stripe, will continue to be

handled separately by Fearghal Collins.



Eggleton began his marketing career with Sterling Health, and spent

eight years with Guinness UK, working on stout brands, before moving to

Singapore to head the Asia Pacific region.



He joins Bulmer at a time when the company is expanding both at home and

abroad.



Bulmer saw profits rise 10.2% to pounds 24.6m this year, after dropping

from pounds 30m to pounds 22.3m in 1998.



Its three major cider brands are presently growing by 5%, in comparison

with the UK cider market which declined 3% last year.



A spokesman for Bulmer claimed the company was beginning to reap the

benefits of increased investment in marketing.’The investment behind the

brands is paying dividends. We’re seeing the success of the Johnny

Vaughan TV campaign for Strongbow.’



The company has also stepped up international expansion over the past

year, ploughing pounds 2.3m into acquiring three cider brands in South

Africa this year. It also bought the US cider-maker Green Mountain last

summer.



Tim Furse, commercial director at Bulmer, said the company’s

relationship with advertising agency TBWA GGT Simons Palmer would not be

affected by Eggleton’s appointment, although the account for its

Woodpecker brand remains under review.



Discussion

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

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
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
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers