Old Spice: Grand Marketer of the Year 2010

AdweekMedia is out with its annual Marketer of the Year report. Leading the pack this year is James Moorhead, the 31-year-old brand manager for P&G's Old Spice, who more than doubled sales of Old Spice body wash from February to July this year, with help from a horse-riding paragon of unbridled masculinity. From the story: "Old Spice had walked away from its brand. The advertising hyped Red Zone and High Endurance deodorants, all but abandoning the words 'Old' and 'Spice.' In some ways, the oldness of Old Spice was part of the problem. Every young man in America has a memory of his father or grandfather's pungent aftershave—and young men don't want to wear their father's cologne. Moorhead, however, who is just 31 years old and has only been Old Spice's brand manager for three years, was a loyalist." Read more, and see the nine other top winners, at the Marketer of the Year 2010 site. Photograph by Tim Llewellyn.

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