Magazine article Marketing

Trebor Role Cut in Sales Merger

Magazine article Marketing

Trebor Role Cut in Sales Merger

Article excerpt

Trebor Bassett, the Cadbury Schweppes-owned sweets manufacturer, has axed the position of marketing director held by Bruce Burnett and is merging its marketing and sales operations to create a new commercial division.

Burnett, who was once considered to be a successor to Cadbury marketing director Alan Palmer, is leaving the company without a job to go to.

The changes call into question the future of sales director John Tweedale as Trebor Bassett is now expected to recruit a board-level commercial director from outside the company.

The shake-up is expected to hasten the decline in the company's marketing activity. Recent years have seen removal of both BMP DDB and Leagas Shafron Davis from the company's roster, leave WCRS remaining, while its ad spend has dropped from [pounds]3.2m in 1992 to [pounds]2.2m this year.

Although Trebor Bassett is still the leader in the [pounds]1.4bn sugar confectionery market, it is understood to have been hit hard by the growth of own-label sweet brands sold in supermarkets and garage forecourts. …

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