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.