CLOSE-UP: CLIENT OF THE WEEK - Sara Lee learns to take risks. The campaign makes the cake giant’s marketer feel nervous, John Tylee writes

Rooney Anand, Sara Lee Bakery’s marketing director and self-confessed foodie - ’I don’t have the healthiest lifestyle in the world’ - is not one to toe the politically correct line on shameless indulgence.

Rooney Anand, Sara Lee Bakery’s marketing director and

self-confessed foodie - ’I don’t have the healthiest lifestyle in the

world’ - is not one to toe the politically correct line on shameless

indulgence.



Sure, he says, women like to shop healthy when feeding the family. But

many’s the time a packet of apple Danish doesn’t survive beyond the

supermarket car park.



And what’s wrong with a bit of surreptitious snacking, he asks. What

better antidote to stress-filled 90s life could there be than a plate of

double-chocolate gateau?



Whether or not the guilt factor lies behind the relative

under-development of the frozen dessert market in Britain is an open

question. Nevertheless, the US-owned Sara Lee has resolved that the time

is right to give some sustained advertising support to brands whose

frequency of purchase still leaves something to be desired.



Anand’s appointment of Banks Hoggins O’Shea to handle creative work on

his pounds 1.5 million account (Campaign, last week) is his own

equivalent of comfort food - ’they’re small agency guys with big agency

experience and I find them a natural fit’ - but far from an indulgence.

’When you don’t have huge marketing budgets you spend a lot of time

looking at agencies,’ he says. ’You have to get it right and that means

putting a lot of thought and rigour into the decision you make.’



At the same time, Anand, 33, welcomes the frisson of working with an

agency which pushes him close to the creative edge. ’I like the idea the

Banks Hoggins has come up with because it makes me feel a bit

uncomfortable,’ he confesses. But the man who cut his professional teeth

at United Biscuits and McVitie’s candidly adds: ’I was never the most

ad-literate marketer.’



His nervousness may well have something to do with Sara Lee, a company

with an entrepreneurial business culture rather than a marketing one.

Anand comments: ’The marketing department always has to justify itself.

But if you argue with vigour and passion you get the money.’



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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).