Hovis recruits ex-Diageo marketing veteran Philip Gladman

Hovis has announced that former Diageo marketing boss Philip Gladman will join the company in an interim capacity to help kick-start its marketing strategy.

Philip Gladman: former Diageo heavyweight is to join Hovis
Philip Gladman: former Diageo heavyweight is to join Hovis

The Premier Foods and Gores Group-owned brand announced that Gladman will join the company on 1 September to help "jump-start the company’s marketing agenda" and deliver "breakthrough innovation opportunities".

Gladman, a celebrated marketer who has been widely credited with reinvigorating the Smirnoff brand globally, left Diageo this spring after a 14-year stint, as the drinks behemoth restructured its marketing division in a bid to "streamline" operations. He was formerly marketing and innovation director for Africa.

He will head a team of former Diageo marketers at the baker, including Graham Appleyard, former category and shopper marketing director for Western Europe, Bryony Stickells, former Baileys marketing manager for Western Europe, and Sam Matthewson, former senior consumer planner at Diageo.

Hovis said the appointment, while not permanent, would support the brand’s ambition to rapidly expand in the £4bn bakery category. Gladman joins weeks after Hovis announced that marketing chief Matt Hunt would step down to join its digital agency, Futureproof.

A spokeswoman confirmed to Marketing it would still look to appoint a permanent CMO.

Hovis chief executive Bob Spooner said: "We are delighted to announce this collaboration with Philip Gladman and the appointment of a team of outstanding marketing and innovation professionals to boost our marketing and innovation capability.

"One of the key strands of our growth strategy is innovation and this move will enable us to accelerate our new product development pipeline."

In January, Premier Foods split off its bread business, selling a majority stake to The Gores Group and creating Hovis Limited as a joint venture. It also announced a £200m five-year investment programme to reinvigorate the brand, with upweighted marketing spend.

Topics

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Brands that forge an emotional tie are best protected from copycats
Shares0
Share

1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

Just published