British American Racing, the Formula One team, has hired former
Procter & Gamble UK health and beauty marketing chief Mike McGuire to
become its marketing director.
McGuire replaces Keith Snout, who has left to join rival F1 outfit
Jaguar Racing as commercial director.
His brief is to inject fresh marketing thinking into the BAR team, which
has struggled to make an impact since it entered the sport in 1999.
McGuire's appointment is significant as it comes at a time when F1 is
beginning to prepare for the abolition of tobacco sponsorship, scheduled
to come into effect in 2006. British American Tobacco is a partner in
The arrival of a marketer with such a strong FMCG background is likely
to lead to attempts to build the BAR team `brand' and explore
alternative revenue streams.
McGuire's career at P&G spanned ten years, during which he held a
succession of senior roles. He left last year.
His most recent post was as general manager (managing director) for
Commercial Products Group Europe, P&G's away-from-home division, which
markets brands such as Ariel, Daz, Bold, Fairy and Flash to
Prior to that, McGuire was marketing director for the CPGE unit, which
he joined from his post as UK marketing director for health and beauty
care, overseeing brands such as Pantene.
BAR has endured mixed fortunes since it entered F1 in 1999. Although BAR
counts former F1 world champion Jacques Villeneuve as its lead driver,
the team has languished near the back of the grid and failed to make an
impact on top teams such as McLaren, Ferrari and Williams.