BAR F1 team nets ex-P&G director

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.


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