Procter & Gamble UK has appointed Mark Brickhill, the chief marketer behind the UK launch of Charmin, as marketing director for a new 'total household' division, as it reshuffles some of its core categories.
Brickhill was previously marketing director for paper, which incorporated femcare, babycare and tissue towels. In his new role he takes on responsibility for fabric care, including Ariel and Lenor, home care, such as Fairy Liquid, and tissue towels such as the new ranges for Charmin and Bounty.
Brickhill worked on the launch of Charmin at the beginning of the year.
The toilet tissue was supported by a pounds 25m marketing spend(Marketing, January 27). The pounds 14m TV campaign, created by D'Arcy, features animated animals mimicking human behaviour.
Earlier this year P&G moved babycare, which includes brands such as Pampers, into its food and beverage group (Marketing, October 10). Gino de Jaegher took over the marketing for food and beverages, replacing John Bennett, who retired after 35 years with the company.
Femcare has moved into the health and beauty care portfolio, run by Andrew Garden. Brickhill said it was a natural decision considering the way women view and buy feminine products.
Brian de Buitleir, who was in charge of marketing for fabric care and home care, now part of Brickhill's total household group, has moved into a new role as general manager of Scandinavia for P&G.
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