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Allied Bakeries | Company Profile, Marketing Contacts, Media Spend, Brands

Allied Bakeries, headquartered in Berkshire, UK, is a multinational food processor and retailer of bread and bakery products. The company offers a wide range of bread, rolls, crumpets, muffins and other bakery products. Allied Bakeries is a division of Allied Milling and Baking, a part of Associated British Foods (ABF) plc.

Main Telephone 01628 764 300
Main Fax 01628 764 390
Primary Address
1 Kingsmill Place
Vanwall Road
Maidenhead, Berkshire SL6 4UF

Allied Bakeries Contacts

Contacts (5/7)
Name Title City
Janene W. Marketing Director Berkshire
Sample of Associated Brands
Email: *****@*******.***
Main Phone: 01628 764 300
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 1 Kingsmill Place
Vanwall Road
Maidenhead, Berkshire

Anna M. Marketing Manager, Brand Communications Berkshire
Jeanette M. Marketing Manager Berkshire
Chris S. Commercial Manager Berkshire
Kieran M. Brand Manager, Kingsmill Berkshire

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Allied Bakeries - Bakery Goods ****
Kingsmill - Bread *****
Sunblest - Bakery Range *****
Allied Bakeries - Burgen Bread *
Allinson - Bread Rge ****

Agency Relationships

Brand Agency Service From To
****** ******** - ****** ***** **** Creative 2016 present
****** ******** - ****** ***** ***** ****** Media Buying, Media Planning unknown present
****** ******** - ****** ***** **** Creative 2016 present
****** ******** - ****** ***** ***** ****** Media Buying, Media Planning unknown present
******** - ***** *** **** Creative 2016 present

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Decision Makers on the Move (Round Up): Scottish Opera, Sambazon, Resilient Systems, Teletext Hol...

Below is a compilation of Decision Makers on the Move from the past week. The recap can also be accessed under “Browse by Topic” once it moves off the front page of the site. 

**Click on the hyperlinked brand/company/agency names below to view the associated WinmoEdge article.

Scottish Opera 

Decision Maker: Ann Monfries has left Traverse Theatre to join the Scottish Opera as its director of marketing and communications this month. 

Contact: Ms. Ann Monfries, Director of Marketing and Communications ,


Decision Maker: The guided travel expert recently brought on Michelle Laverick as its head of marketing simultaneous to a sudden burst in digital advertising. Her hire follows the departure of country GM Peter Traynor late last year, who previously oversaw all aspects of Collette’s UK office, including sales, marketing and operations. 

Contact: Ms. Michelle Laverick, Head of Marketing,


Decision Makers: Sambazon has hired Genius Foods' veterans Mari Laidlaw as head of marketing and Alistair Cullen as commercial director in the last month. 

Contact: Ms. Mari Laidlaw, Head of Marketing,

Resilient Systems

Decision Maker: With the need for cyber security on the rise, Resilient Systems has opened a permanent European HQ in Reading, UK as it targets meaningful expansion throughout the EMEA under General Manager, Paul Ayers. Furthermore, the company has put Jamie Cowper in the role of director of EMEA marketing to help drive brand growth and market share, after having doubled its employee headcount in 2015. 

Contact: Mr. Jamie Cowper, Director of EMEA Marketing,

Teletext Holidays

Decision Maker: Appointed former Skype global marketer Arpit Gupta as its customer and marketing director to oversee brand delivery, the consumer experience and to help grow the two decade-old company’s presence on digital and mobile. 

Contact: Mr. Arpit Gupta, Customer and Marketing Director,

Choice Hotels

Decision Maker: After a rebrand to dial up millennial engagement and simultaneous to a recent brand launch, Choice Hotels put its Nordic-based eCommerce expert, Tess Mattisson, in charge of all European marketing, based in London. 

Contact: Ms. Tess Mattisson, Director, European Marketing,

Westfield Group 

Decision Maker: Soon after here). 

Contact: Ms. Myf Ryan, CMO – UK & Europe,

Ruckus Wireless

Decision Maker: Hired Nick Watson, a 15-year veteran of rival Cisco, as VP of marketing, sales and operations for the EMEA, following the departure of EMEA field marketer, Caroline Finch, and director of marketing, Roger Hockaday, last May. 

Contact: Mr. Nick Watson, Vice President EMEA ,


Decision Maker:  The artisan gin maker hired on Coca-Cola marketing veteran Shelley Macintyre as its global head of marketing this month to succeed the recently departed head marketer Zoe Zambakides. 

Contact: Ms. Shelley Macintyre, Global Head of Marketing,

Oliver Sweeney

Decision Maker: Hired digital marketing guru Victoria ap Gwynedd as head of brand creative to lead the menswear company’s in-house marketing team, after securing £3.75m of growth capital from BGF last March.

Contact: Ms. Camilla Treharne, Head, Marketing, Creative, Brand & Public Relations ,


Decision Maker: Hired Steven Seddon as head of marketing, digital and sales, based in the Manchester office, a year after the luxury travel company unveiled a rebrand that simplified its name to Scenic, as opposed to Scenic Tours and Scenic Cruises. 

Contact: Mr. Steven Seddon, Head of Marketing, Digital and Sales,


Decision Maker: The technology company appointed Kim Veerbeek as a senior manager of partner marketing for the EMEA region, having her develop and oversee marketing programmes that drive demand and awareness in the region.  

Contact: Ms. Kim Veerbeek, Senior Manager, Partner Marketing EMEA,


Decision Maker: Former  Series B funding round that valued the company at nearly £63m and at a time when the company is increasing digital advertising activity. We’re left wondering what this means for Scott Williams, head of marketing since March 2015, but we are fairly confident he’s still there based on a working email address. 

Contact: Mr. Sam Diamond, Head of Marketing,


Decision Maker: The charity will see 14-year CEO Liz Goodwin step down in June, a year after she set a five-year plan to make “urgent and radical” changes and “difficult decisions” as WRAP's “forward plans will focus on creating an environment for growth.”  

Contact: Ms. Anthea Milnes, Head of Marketing,

Focus SB

Decision Maker: Focus SB has a brand new CEO, Mr. Gary Stevens, joining from Hospedia where he was head of sales. This is a familiar industry for Mr. Stevens, as he has a long history of work in electrical manufacturing. Prior to Hospedia, he worked for The Wandsworth Group from 1987 to 2013 in sales, marketing and then in management as MD. His marketing expertise may see him invest more in that area at Focus SB.

Contact: Ms. Suzi Grala, Digital Marketing & PR,

East Midlands Trains

Decision Makers: Other recent decision makers were hired just after Managing Director Jake Kelly was appointed in January 2015. Mr. Matthew Bamford was hired in August as customer experience manager, joining from Domestic and General. The June prior to that, Mr. Andrew Conroy was promoted to head of customer experience. In December, Ms. Imogen Hewitt was appointed marketing campaigns executive, joining from Trifibre. Then, last month, Ms. Lucy Pickering was hired on as digital marketing executive from her former job as digital content officer at Nottingham County Council.

Contact: Ms. Kate Squires, Group Marketing Manager,

Allied Bakeries

Decision Makers: Allied Bakeries has made lots of change this year, most recently by deciding to review its advertising account. Not only this, but the company has also lost its director of brand marketing, Mr. Darren Grivvell, as of last September, and its marketing director of 10.5 years, Mr. Jon Wilson, as of December. Ms. Janene Warsap was promoted to director of brand & innovation last September from her role as head of innovation, so she may be filling in some for Mr. Grivvell’s duties while there have been no direct replacements for the exited marketers.

Contact: Ms. Janene Warsap, Director of Brand & Innovation,


Decision Makers: Farfetch is turning into a proper online luxury department store! Key to this working is the company’s investment in brand partners. Last July, Ms. Lisa Blakely was promoted to head of brand partnerships. And just two months ago, Ms. Anisa Daniels was hired as global head of brand events (having freelanced at a creative events and experiential agency prior to that). As the same time as Ms. Daniels, Ms. Emma Jennings was hired as performance marketing manager, joining from the agency side where she was in digital account management at MediaCom, Razorfish and Starcom. We’ve seen so much new leadership come on board in the last year, but to name just a couple more: Ms. Jessica Nesbitt was hired in September as senior CRM manager (joining from Labelux where she as group strategy and eCommerce manager). Finally, last month, Mr. Stephen Eggleston joined from Qubit as the newest commercial director. At Qubit, he was director of client service and strategy and then VP of business operations.

Contact: Ms. Stephanie Horton, Chief Marketing Officer,


Decision Maker: L'Oréal wasn’t lying when they said they were investing in digital. Remember how L'Oreal is boosting its global digital marketing in hopes to “double its current client base by 2020″? (Chairman and CEO Jean-Paul Agon told investors last year that they planned to “accelerate L’Oreal’s digital transformation regarding consumer experience, service-based innovation, customer service and technology platforms.” Programmatic will apparently be a big push in their media buying. Well, just last month, the company hired Mr. Serge Acker from Ralph Lauren as its chief digital officer for consumer products. The former SVP of digital marketing and eCommerce joins the luxury cosmetics company with a wide range of digital, online and eCommerce experience at companies like Philips, Apple, Consodata and Havas Interactive.

Contact: Mr. Hugh Pile, CMO, UK and Ireland,

Bauer Media

Decision Makers: Bauer Media is definitely investing more in its radio activity, which they said they wanted to do in their growth plans about a year ago (see below) and when they made a slew of new hires back in September. With that, they just last month promoted Ms. Clare Baker from marketing director at Absolute Radio to national radio brands marketing director (over Absolute Radio, Magic, Kiss, Planet Rock and Kerrang! Radio brands). Absolute Radio was acquired by Bauer in 2013. In other radio news, Ms. Cathy Ma joined Bauer Media last month as Audience Development Director, whilst Ali Wilkinson was promoted to Head of Content, Radio. Ms. Ma will focus on content strategies to grow digital audiences and will work alongside senior leaders in search and social. Ms. Wilkinson is responsible for driving growth of connected audio listening through content strategies and creation.

Contact: Ms. Clare Baker, National Radio Brands Marketing Director,

Sushi Shop

Decision Maker/Agency: Sushi Shop is expanding into the UK from its headquarters in Paris, having already established two outlets in London with more planned. The company hopes to launch a new menu and create bespoke partnerships, all with the help of a new consumer PR agency, Lewis PR, for 2016, and a social media manager for the UK, Mr. Gaetan Malfeyt. Mr. Maleyt will hold responsibility for the company’s social pages and work to develop a community of engaged fans around the brand and develop its awareness. He will also manage CRM in the UK. Lewis worked on a project previously for Sushi Shop last year, and the company has much for them to accomplish this year as well. The French executives have been working closely on this UK expansion, so they would be great to reach out to for media, social, creative, branding and digital opportunities this year as the restaurant expands.

Contact: Ms. Karine Lecomte, Communication & Marketing Director,


Decision Makers: PlumbNation owner Travis Perkins said late last year that they would be making a major investment in the training of its staff as they aim to “improve standards of knowledge and customer service”. In the first half of the year, the Travis Perkins plumbing and heating division saw a slump with revenues down 0.7%, stating intense price competition impacting sales in both Plumbing Trade Supplies (PTS) and F&P Wholesale. Around the same time that this announcement came about, PlumbNation began investing in its digital team. In the last few months, the company has hired two new executives, Mr. James King as head of digital marketing, and Ms. Jessica Brooks as web content manager. Also in December, overall group marketing services director for Travis Perkins, Ms. Linda Doughty left the company, though this may or may not directly impact PlumbNation brand.

Contact: Mr. Royden Evans, Managing Director,