The Consumers' Association has hired former News International (NI) marketing director Geoff Hurst as its marketing director with a brief to build its Which? brand.
Hurst, who left as marketing director for new media brands at NI last September, will oversee a marketing budget of about pounds 12m. He will develop an integrated brand strategy for the Consumers' Association and Which?
Hurst will sit on the association's corporate management board when he takes up the post on March 12. Reporting to director Sheila McKechnie, he will focus on introducing Which? products to a wider audience.
The brand, which recently launched a DRTV campaign through Target Direct Marketing, has almost one million subscribers and an annual turnover of more than pounds 50m.
'I will look at moving the brand onto new platforms as well as bringing in agencies to work below the line on our strategy,' said Hurst.
Prior to his stint at NI, he was marketing head at Yellow Pages, responsible for evolving the brand from paper to new media. He also worked on large-scale campaign and tactical marketing activity at BT.
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