Magazine article Marketing

Prince of Ales

Magazine article Marketing

Prince of Ales

Article excerpt


1977-1979       Various posts at KP
1979-1981       Brand manager, Colgate-Palmolive
1981-1983       Marketing manager, then marketing director, KP
1983-1995       Chief executive, Golden Wonder
1995-1997       Managing director for crisps, KP
1998-present    Marketing director, Carlsberg-Tetley

Doug Clydesdale has been dubbed `Prince of Snacks' during a career which has taken him to the top of two of the country's leading crisps manufacturers, KP and Golden Wonder. Now he is to turn his attentions to their liquid accompaniment as marketing director at Carlsberg-Tetley.

Clydesdale has been in the marketing business for over 20 years, but faces a tough job at Carlsberg-Tetley turning round ailing brands such as Tetley's Bitter and Carlsberg lager. Both have failed to keep up with rivals such as Carling Premier, Boddingtons and John Smith's in recent years.

Carlsberg-Tetley is facing a crucial 12 months having had its proposed merger with Bass rejected by Margaret Beckett, President of the Board of Trade, last summer. It must now concentrate on getting its brands back on track while looking for other expansion routes. The company will need every ounce of experience that Clydesdale, who has gone from marketing director to chief executive back to marketing director via a managing directorship, can muster.

It might be that Carlsberg-Tetley has found the perfect man for the job, but a lot depends on whether Clydesdale's vision of the company's future fits in with that of the existing team and of his superiors at the company, including chief executive Ebbe Dinesen.

Clydesdale, 42, has a reputation garnered during his time at KP as an uncompromising operator who thrives on autonomy.

A former colleague says he has the capacity to either fire the imagination of the whole company or drive his marketing team to despair: "He has the ability to capture the hearts and minds of those he works with both above and below him. But his weakness may be intransigence. He is very strong minded, preferring to be in control and running his own show, and he was allowed to do that a lot when he was marketing director at KP."

Stephen Meade, managing partner at Publicis, who worked with Clydesdale on KP's advertising, confirms he is a marketer you either love or hate: "He is one of those clients that is tough to work with, but within that toughness is somebody who knows where they want to go, and he wants a team that will bring his ideas alive. …

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