The Interbrew marketing manager, Susan Keyes, is leaving the brewery to take a strategic planner position at Michaelides & Bednash.
Keyes' most high-profile work to date has been in developing the 'on a roll' campaign as the client for the Rolling Rock brand. The Bartle Bogle Hegarty ads featured a pair of witty competition winners on a road trip in the US, with a handheld DVD camera recording their experiences.
In controlling a marketing budget of pounds 6.7 million at Interbrew, Keyes was responsible for the premium bottled beer Leffe and Hogaarden, for which she developed ambient campaigns that focused attention on the cult appeal of the distinctive glasses in which the beer was served.
'I was always looking at different ways that we could target a market outside of traditional media,' Keyes said. She has also worked as a brand manager at United Distillers & Vintners, working on brands such as Gordon's and Tanqueray. From United, Keyes moved to Revlon as a European brand manager before arriving at Interbrew over two years ago.
'I was looking for a fresh challenge,' she said of her decision to move to the agency side. 'M&B was offering something different that would live up to the challenge I was looking for. It works outside of traditional media to make consumers think differently about products and services.'
'We like people to join who've had experience in different fields and Susan brings bags of personality and a really disciplined way of thinking about brands that comes from working on the client side,' M&B's managing partner, Paul O'Neill, said.