About Brand New Way SME
Hello, I'm Peter Hawtin.
I have over 20 years marketing experience helping companies to attract new and valuable customers. I have also had the good fortune and pleasure of working with some great companies when they have needed to make significant changes and develop a brand new way of marketing.
Since launching Brand New Way Limited, a Wiltshire based marketing consultancy in October 2002, I have helped SMEs and leading companies like AA, HBoS & ITV transform their marketing return on investment.
Prior to this, I held senior marketing positions at Egg, Asda, and RAC and have a long track record of energising brands and achieving outstanding business results.
Egg
As Director of Web Experience, I led the strategic and creative rejuvenation of egg.com (the heart & soul of the Egg proposition and personification of the brand). Within 3 years of launch, Egg became profitable and acquired 1.9 million customers (mostly online.) The site provided on-line servicing, banking, investing, insurance and shopping. It was Yell Financial Site of the Year in 2001.
As Head of Media, I developed media strategies and communication plans that reached the hearts and minds of the target audience and delivered a step change in media effectiveness and efficiency. Other activities included:-
- the development of an econometric model to maximise marketing ROI
- pioneering the use of interactive TV "brandcasting" and developing appointment to view video content for Egg TV
Asda
As Media Communications Manager, I developed marketing communication programmes that energised the Asda brand and increased sales & market share. I also developed:-
- an econometric model to improve marketing ROI and the achievement of industry leading levels of advertising effectiveness
- a pioneering database that fused geodemographic and customer data to significantly improve retail catchment identification, customer targeting and media planning
As Manager of Asda Brand Packaging, I built and led a department with a worldwide reputation that delivered 12,000 Asda Brand product launches in 3 years. I pioneered the use of digital design & reprographic technology producing the world's first integrated digital packaging launch.
RAC
As Group Communications Manager, I developed a distinctive integrated communication strategy that energised a 100 year old brand and delivered the planned acquisition and customer retention targets in an increasingly competitive market.
I pioneered the strategic and creative development of the RAC's award winning e-commerce site (one of the UK's first) as an integral part of the brand repositioning. The site dominated the inaugural Revolution internet awards.
General Foods Limited
Before entering the world of marketing back in 1986, I spent 9 years at the major FMCG company, General Foods Limited (now part of Kraft) in a number of management development positions covering technical research and production planning.
As well as being trained to be a coffee taster, I was awarded a General Foods Corporation (worldwide) Technical Innovation Award for “developing an innovative computer aided pack design system that significantly reduced warehousing & distribution costs.” (i.e. an ingenious way of squeezing more products onto a pallet and saving lots of money)
Another Side
When I am not working, I try to spend as much time as possible having fun with my wife and two young children. I also have a passion for motorbikes having had my first ride aged 4.
I hope I have given you a flavour of what I do to help businesses be successful. But, don’t just take my word for it. Take a look at the testimonials from people that I have worked with and helped over the past 20 years.
