Magazine article Marketing

Iceland Chief in Shock Exit over Culture Clash

Magazine article Marketing

Iceland Chief in Shock Exit over Culture Clash

Article excerpt

Iceland marketing director Alan Shepherd quit the retailer suddenly last week after just six months in the post, without a job to go to.

Shepherd resigned following a 'culture clash' with Russell Ford, Iceland's managing director and former marketing chief. He said: "It was a question of style between myself and Russell, I am a different animal to him and while we had thought working together would be complementary, it didn't work out."

Sources close to the company said that Shepherd's background as a classically trained marketer was too different from Iceland's instinctive approach to marketing. "For a traditional FMCG marketer to come into the whirlwind environment of Iceland was always going to be difficult," said one insider.

Iceland refused to comment on the reasons for Shepherd's departure or on his replacement. However, it is thought that the company is to look for a new marketing director.

Shepherd's departure, soon after he had returned from a business trip to Australia, is believed to have come as a surprise to Iceland's agencies, HHCL& Partners and MediaCom TMB. …

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