Magazine article Marketing

Hoover Enlists Veteran Boss

Magazine article Marketing

Hoover Enlists Veteran Boss

Article excerpt

Hoover has banked on experience and appointed an old company hand as sales and marketing vice president of its newly-formed pan-European operation.

Guy Spurling has been with Hoover for over 30 years, most recently as vice president, operations, for continental Europe. His appointment follows Hoover's recent decision to recast itself as a genuine pan-European organization (Marketing, August 19).

The reshuffle means that Richard Rankin is no longer the European marketing vice president. He will now concentrate solely on his role as head of Hoover's free flight "taskforce".

Spurling claims that he sees no need to perform "reconstructive surgery" on Hoover's brand in the UK following the free flights fiasco.

"Obviously there are pockets of disappointed people, but overall the brand has held up remarkably well," he says.

And he backs up his claim with Millward Brown research which suggests that consumer perceptions of Hoover as a "high quality product" and a "brand you can trust" have not been affected by the promotion. …

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