Don Smallgoods appoints Nick Hickford as marketing and innovation director
Nick Hickford has joined George Weston Foods-owned Don Smallgoods as marketing and innovation director.
Hickford was previously general manager of marketing and innovation at Bulla Dairy Foods, a role he held for four years.
Hickford joins Don Smallgoods from Bulla
In his new role, Hickford is tasked with bringing the once-iconic Australian brand back into the forefront of consumers’ minds as well as implementing a strong innovation agenda.
The Don brand first came into prominence in the 1970s with its “Is Don. Is Good” during live reads by Lou Richards and Jack Dyer on Seven’s Melbourne World of Sports program. The campaign went national in the 1990s with a television campaign featuring Tommy Dysart who later became better known for his Goggomobile Yellow Pages ads.
Hickford said of his appointment: “I am passionate about innovation, advertising and most of all great brand strategy.
“I am thrilled at being given the opportunity to leverage my career experience to reignite the brand at Don; an iconic Australian brand which, although sitting in number one spot for unaided awareness, has lost some attention in recent years. I’m looking forward to working closely with the team to put new life into the brand.”
Previous to Bulla, Nick was the CEO of Wilson Everard Advertising. He also ran The Bridge Consulting Group for five years, transitioning the consultancy into an advertising agency working on brands including Woolmark, National Australia Bank, Dairy Australia, Murray Goulburn Dairy, Bulla Dairy Foods, SPC Fruit and Europcar.
Congratulations Nick. Well deserved.
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Huge congratulations Nick – well deserved
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Well done Nick!
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