Magazine article Marketing

Kellogg Awards Top UK Role to Head of Media

Magazine article Marketing

Kellogg Awards Top UK Role to Head of Media

Article excerpt

Kellogg UK has promoted Guy Longworth to marketing director. It ends a 20-month period in which one of the most coveted marketing posts in the UK remained vacant.

Longworth, who was Kellogg's marketing manager and media controller, will be charged with reversing the fortunes of the company, which has in recent years seen cereal sales decline and market share lost to genericsupermarket brands.

In an interview with Marketing earlier this year, Longworth said that Kellogg was fighting back by focusing on "the real benefits to our customers of choosing our brands", and by introducing cereal snacks in an effort to reach workers who were increasingly shunning their morning meal.

Kellogg, whose brands include Corn Flakes, Nutri-Grain and Pop Tarts, has not had a UK marketing director since Mark Sims left the post following his April 1998 appointment as commercial director. UK marketing manager Joe Ennen was touted as the most likely replacement for Sims, before he resigned in June this year. …

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