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


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


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.


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