Magazine article Marketing

Helm Exits Bear to Lead Mars Petcare Division

Magazine article Marketing

Helm Exits Bear to Lead Mars Petcare Division

Article excerpt

Gareth Helm, the former marketing director at Innocent, is leaving his role at healthy snacking company Bear after just two months to take the top UK petcare marketing role at Mars.

Helm co-founded Bear earlier this year in partnership with former Innocent commercial director Giles Brook.He left Innocent in June 2008 to establish a brand consultancy called Brand Chat.

The marketer leaves for Mars ahead of the roll-out of post-Christmas marketing activity for the Bear brand.

He replaces Fiona Hughes at Mars, who is to become global petcare marketing director for cat consumer brands such as Sheba and Whiskas.

Helm said he was brought in to Bear only to oversee branding in the run-up to its launch, and always intended to leave the company once the brand was up and running.

He added that Bear will now focus on sales and distribution, and that there is no need for a full-time marketer for the brand 'in the foreseeable future'.

'The product is right, the packaging is right and the digital strategy is sorted,' he said. …

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