Effectiveness 08 - Marketing Week

51 MWEA_BOTN_30TH marketer_of_year_p51_TR:Layout 1 3/10/08 17:01 Page 8930TH ANNIVERSARY BEST MARKETERWINNERMartin GlennBirds Eye Iglo GroupSince Martin Glenn’s appointment as ceo inNovember 2006, Birds Eye Iglo has enjoyed awelcome reversal of fortunes. Sales of brandedproducts grew by 1.1%, following an averagedecline of 3.8% during the previous three years.New products, including a pollock-based fishfinger, which has been greeted with enthusiasm byenvironmental campaigners, have breathed new lifeinto what had become a tired brand.In the UK, Birds Eye Iglo’s biggest market, thefrozen food sector had suffered as consumersincreasingly turned to chilled foods because of whatGlenn insists is the mistaken perception that they arefresher. Glenn expects that Birds Eye Iglo’sapproach to conservation and sustainability willincrease investors’ appetite for the stock.The Group is committed to a 30% cut inmanufacturing CO2 emissions by 2020, a 15% cutin the amount of packaging used within four yearsand a 20% reduction in the volume of water used inproduction by 2020. One of the few marketerswho managed the transition into general management,Glenn was awarded the Prince of Wales AmbassadorAward in recognition of his work and was MarketingWeek’s Chief Executive of the Year in 2003.Glenn expects that BirdsEye Iglo’s approach toconservation andsustainability will increaseinvestors’ appetite for thestockThe 10th Annual Marketing Week Effectiveness Awards 89