Iceland marketing director Alan Shepherd quit the retailer suddenly
last week after just six months in the post, without a job to go to.
Shepherd resigned following a ’culture clash’ with Russell Ford,
Iceland’s managing director and former marketing chief. He said: ’It was
a question of style between myself and Russell. I am a different animal
to him and while we had thought working together would be complementary,
it didn’t work out.’
Sources close to the company said that Shepherd’s background as a
classically trained marketer was too different from Iceland’s
instinctive approach to marketing. ’For a traditional FMCG marketer to
come into the whirlwind environment of Iceland was always going to be
difficult,’ said one insider.
Iceland refused to comment on the reasons for Shepherd’s departure or on
his replacement. However, it is thought that the company is to look for
a new marketing director.
Shepherd’s departure, soon after he had returned from a business trip to
Australia, is believed to have come as a surprise to Iceland’s agencies,
HHCL & Partners and MediaCom TMB. He was only hired to the job last
November, following a year-long search for a marketing chief to replace
Russell Ford, who was promoted to managing director.
Earlier in 1999, Shepherd, 40, was ousted from his post as brand
communications director for Somerfield after a management
He had originally joined Somerfield subsidiary Kwik Save as brand
director after ten years in FMCG marketing for Kraft Jacobs Suchard and
P Last week, the ASA upheld six complaints about claims made in an
Iceland leaflet on GM foods in 1998. (Marketing, May 11). Iceland, which
is challenging the ruling, said it was concerned that the complaint did
not come from the GM industry. But this week, the complainant, Professor
Anthony Trewavas, contacted Marketing to reveal his identity as a
biologist unconnected with any biotech company.
Letters, page 23.