Ex-Thomas Cook marketer Mike Hoban resurfaces at Morrisons

Mike Hoban, the ex-Thomas Cook, Confused.com and Scottish Widows marketer, has joined Morrisons as the supermarket's brand and communications director.

Mike Hoban: joins Morrisons as brand and communications director
Mike Hoban: joins Morrisons as brand and communications director

Hoban left Thomas Cook in May  to "pursue other opportunities" after only 18 months in the role.

In his time at Thomas Cook, Hoban oversaw the overhaul of the tour operator’s brand identity, with the introduction of its "sunny heart" logo, with a new strapline, "Let’s Go!"

At Morrison’s, Hoban will assume responsibility for brand identity and external marketing, reporting to Nick Collard, the marketing and customer director.

Collard said that Hoban would be tasked with communicating Morrison’s "sharpened value and our amazing fresh food offer".

Morrisons introduced its "Love it cheaper" strategy in May, positioning itself as a lower-priced retailer in its effort to regain market share from the likes of Lidl and Aldi. 

But days later, the supermarket reported a dramatic drop in like-for-like sales in its first quarter.

The reported 7.1% drop in sales placed further pressure on the retailer’s strategy, which includes investing £1bn in cutting prices and improving products over the next three years in a bid to re-establish itself as a "value-led grocer with a focus on fresh food". 


Cannes Offer: 12 weeks' online access from just £12

Subscribe to Campaign before the end of Cannes Lions and save up to 71%


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
Job description: Digital marketing executive

1 Job description: Digital marketing executive

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).

Just published