Allied Domecq Spirits and Wine hires PepsiCo marketer

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LONDON -- Allied Domecq Spirits and Wine has created a new top global marketing position and filled it with an executive recruited from PepsiCo Restaurants in one of its first moves to stand alone from the parent company following the group's radical $150 million restructuring two years ago.

Todd Martin will join as marketing director on March 16 from PepsiCo Restaurants (now Tricon Inc.), where he was vice-president marketing for Pizza Hut International and VP marketing - Europe for the company's international restaurant business.

Mr. Martin, a 42 year old U.S. citizen, will relocate from Dallas, Texas, to Bristol, U.K., from where he will be responsible for the company's annual $502 million marketing budget, supporting a range of international spirits brands. Main ad agencies on the roster are Publicis and Saatchi & Saatchi, both London, and media buyers are Zenith, New York, for the U.S., and Optimedia, London, for Europe.

Mr. Martin will be in charge of both the Bristol and Los Angeles international brand groups, headed by Richard Gowar and David Boyle respectively. Mr. Gowar and Mr. Boyle were previously the company's most senior marketing executives. Mr. Martin will be a member of the ADSW board and will report to AD Group Chief Executive Tony Hales.

His brief is to "increase the level of professionalism within the marketing structure, to review the way we are structured and to create strong links between the global management and the local operators," says Mark Hunt, the company's corporate communications manager.

The creation of Diageo, the world's biggest spirits company, from the merger of Guinness and Grand Metropolitan last December, has heightened competition in ADSW's key markets. But the installation of a global marketing director was decided at the time of restructuring, Mr. Hunt says. Mr. Hales is to be replaced as chief executive of ADSW and a finance director appointed as part of the same management strengthening program.

"We are the No. 2 spirits company in the world. Diageo is around twice our size and we, of course, need to compete," says Mr. Hunt. "Todd brings valuable international experience to the business."

Mr. Martin's career spans Europe, the U.S. and Latin America. He has also held a number of posts in general management, marketing and business development with Kraft General Foods.

ADSW's restructuring has led it to focus its marketing resources on fewer brands in fewer markets, notably Ballantine's Scotch whisky, Beefeater gin, Sauza tequila and Kahlua in 15 major markets across Europe and North America. It's a policy the company claims is working, with 7% growth in sales over the year to December from the top 15 brand/market combinations.

Copyright February 1998, Crain Communications Inc.

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