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Taco Bell Names New CMO

David Ovens of Yum Restaurants International Will Take Over in August

By Published on .

CHICAGO (AdAge.com) -- Taco Bell Corp. has a new chief marketing officer, David Ovens. He will succeed Bill Pearce, who left the Yum Brands chain to start medical-technologies venture.

Mr. Ovens, CMO of Yum Restaurants International in Australia and New Zealand, will take the post on Aug. 6; until then, marketing will be led by Bob Fulmer, VP-field marketing.

Mr. Ovens joined Yum's international unit in 2001 after working at Unilever, Kimberly-Clark Corp. and Johnson & Johnson. Mr. Pearce had been with Taco Bell since December 2005 after holding senior marketing posts at Campbell Soup Co., Procter & Gamble Co., Coca-Cola USA and Miller Brewing Co.

Sales plunge
Yum reported on May 1 that domestic same-store sales for its Taco Bell brand plunged 11% in the first quarter following an E. coli outbreak in the Northeast in December and a rat infestation in a New York Taco Bell/KFC in February. The Greenwich Village restaurant has been closed, and the marketer is reviewing its pest-control standards for urban settings.

In a May 2 conference call with analysts, David Novak, Yum president and chairman-CEO, said marketing wouldn't change. "There's no reason to throw the baby out with the bath water here," he said.
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