Magazine article Marketing

McVitie's Appoints UK Chief Marketer

Magazine article Marketing

McVitie's Appoints UK Chief Marketer

Article excerpt

McVitie's has ended its yearlong search for a marketing director by promoting Garry Biggs, director of McVitie's Cake Company, to the post.

Biggs will take charge of a marketing budget of around [pounds sterling]70m and a cache of household names including Jaffa Cakes, kids' brand BN, Digestive, Hobnobs Penguin and Go Ahead!

He will have a staff of 30 and report to Colin Hutchison, managing director for UK and export. Hutchinson has overseen the role since Biggs' predecessor Pascale Muylaert quit in January.

Hutchinson said the search had taken so long because few people had the breadth of marketing and management skills required.

Agency relationships will fall under Biggs' remit, but it is unlikely he will review the existing line-up. Publicis, the incumbent on creative, began working with McVitie's in 1987 on Jaffa Cakes and Penguin. A few years later the relationship grew to include all McVitie's and United Biscuits accounts including KP. Starcom Motive handles media planning and buying. …

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