Derek Hughes, a pioneer of sales promotion in the UK, has died at
the age of 55 after a battle against liver disease.
As managing director of Marketing Events, the sales promotion arm of BSB
Dorland - now Bates UK - he masterminded the Royal Mail’s campaign to
introduce postcodes and handled some of the first big inter-brand
promotions such as those linking Lever Brothers with British Rail. He
also enjoyed a long association with Bass and is credited with inventing
its pub quiz game machines.
A one-time RHM Foods brand manager, Hughes ran Marketing Events until
the early 90s, when he set up his own sales promotion and design
Nick Blair, the former Dorlands managing director, said: ’Derek was a
gentle giant with a great sense of humour who lived life to the
Hughes, who was married with three daughters, died in London’s Royal
Free Hospital. His funeral takes place this Thursday at 12pm at St
Peter’s Church in Berkhamsted, Hertfordshire.
Family flowers only; donations may be made to the Pepper Foundation at
PO Box 334, Berkhamsted HP4 1VL.