Cresswell quits top Carlsberg position

Carlsberg has made the unorthodox move of putting its sponsorship controller in charge of UK PR.

Gareth Roberts has become the brewing firm’s head of comms following the exit of Donna Cresswell after eight years.

Roberts, sponsorship controller since 1997, took charge of comms last week in addition to his sponsorship remit.
The move comes as the company gears up for a major marketing push, surrounding this summer’s World Cup.
Responsibility for internal comms will now be handled by current head of HR David Frost.

Cresswell has left to set up her own agency, Rockingham Communications, which will be based in Kettering.
Carlsberg will continue to use Talk PR for consumer communications and Porter Novelli for corporate and trade PR.
Roberts said that no agency review was planned.

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