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Marketing lead behind “Beanz on bix” campaign leaves Weetabix to set up own consultancy


Weetabix’s head of marketing is leaving to launch a new Leeds-based marketing consultancy called Big Black Door.

Gareth Turner, who has also held senior roles at Arla Foods and Heineken, joined Weetabix in June 2019 and led the development of its “Beanz on ‘bix” campaign, which was named Marketing Week’s campaign of the year in 2021.

The new consultancy will offer guidance to businesses in need of “supercharging their growth”, as well as helping agencies and clients to collaborate better.

“I’ve been lucky enough to lead some of the UK’s biggest and best loved brands for over 20 years, and have had the benefit of blue chip FMCG marketing training,” said Turner.

“I’m now able to pass this knowledge on to other businesses, especially scale-ups. I’ve experienced the challenges of growing a brand, and I know Big Black Door can make a difference by sharing this experience more widely.”

The “Beanz on ‘bix” campaign was Marketing Week’s 2021 campaign of the year

Turner has also published a white paper on the state of client/agency relationships called “Why we need to grow the f***up”, which he will be discussing at this summer’s Mad//Fest.

He said: “In my research I found that a lack of mutual understanding was the number one reason for poor relationships. 

“Whether it’s budget, KPIs or the pressures that the other side are experiencing back in their businesses, there were some toe-curling stories illustrating the state of the worst relationships. So, I’ve developed a set of tools to help agencies and clients work better together, to ultimately improve marketing results.”

Turner has also worked on the Peter Kay advertising campaigns for John Smith’s beer, the relaunch of the Bulmers cider brand, Lurpak’s UK marketing and the launch of the Arla brand. He’ll leave Weetabix in July 2022.

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