Magazine article Marketing

Dairy Crest-St Ivel Picks Top Spreads Marketer

Magazine article Marketing

Dairy Crest-St Ivel Picks Top Spreads Marketer

Article excerpt

Dairy Crest's spreads marketing director Richard Tolley is to take the top marketing job at the new Dairy Crest-St Ivel Spreads combined group.

It follows Dairy Crest's pounds 86.5m acquisition of the Uniq-owned St Ivel business last month.

St Ivel's spreads marketing director Ceri Bennett will become his second in command. Her job title has not yet been finalised.

Tolley takes responsibility for a portfolio that sees St Ivel brands such as Utterly Butterly, Vitalite and St Ivel Gold join Dairy Crest brands Clover and Country Life, with a combined marketing budget of more than pounds 7m.

Tolley said that Bennett's responsibilities will include integrating the brand portfolio and aligning the agency roster. Abbott Mead Vickers BBDO currently handles advertising for St Ivel's brands. Grey handles advertising for Dairy Crest's brands, including television for Clover and the shakes drink Frijj.

Tolley said each individual account would be looked at in terms of its agency relationship, but added that it was too early to comment on a review. …

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