Tom Holmes interviews Nigel Holland, Regional President UK, Russia , Europe, Middle East & Africa (EMEA) at Tata Global Beverages.
With a degree and MBA in Economics Nigel joined the Tetley Group in 1998 as Marketing Controller, having previously worked for a number of leading FMCG brands, including Scottish & Newcastle Breweries, Kraft Jacobs Suchard and Boots Healthcare International.
Nigel became Marketing Director and in 2002 he was appointed Commercial Director for the UK business, which later extended to responsibility for Western Europe and Australia.
In 2008, with the formation of Tata Global Beverages Nigel became Regional President for UK & Africa. He joined the management team in June 2011 and is now responsible for the UK, Europe, Middle East & Africa. Nigel is also Executive Director and Chairman of Joekel Tea Packers Ltd (SA); as well as an Executive Director of the UK Tea Council.
TH: As Regional President of Tata Global Beverages for EMEA what is your primary focus?
NH: My primary focus is to generate sustainable profitable growth across a number of very large, complex and fragmented markets – including the UK, Russia, Europe, Middle East and Africa. This growth achieved by taking a consumer-led marketing approach to maximise the development of our key brands.
TH: What attracted you to working with Tata and what do you enjoy most about your job?
NH: Tata is a very different and inspirational place to work, largely because it puts as much emphasis on people as it does profit. The Tata business has been hugely successful and is in strong growth.
In terms of my enjoyment, the best thing about the role is the variety of things that I get involved with. Notably, deriving strategy and, at the same time, executing tactical business plans. Additionally, working with some good people.
TH: Your career has spanned TATA, Scottish & Newcastle Breweries, Kraft Jacobs Suchard and Boots Healthcare International, what have been the high points?
NH: I have been lucky enough to work on some great brands. In particular, Newcastle Brown Ale, Kenco, Strepsils, Nurofen and now Tetley. All these brands have had very strong brand propositions which have enabled them to thrive and grow in very competitive market places.
TH: Along the way, have there been individual marketers who have impressed and inspired you?
NH: In truth, there haven’t been any particular individual marketers who have inspired me. My inspiration has come from other sources. Initially, my main inspiration was from my father who taught me the importance of education and rigour. More latterly, if I am honest, my inspiration through my career has come from a fear of failure.
TH: Which marketing campaigns are you particularly proud of and why?
NH: I am pleased to say that all the main advertising campaigns I have been involved with have been very long running and enduring. Campaigns that spring to mind include the Nurofen “targeted pain relief” campaign and the Strepsils “medicine for sore throats” advertising.
TH: What are the main challenges for your sector/category over the next 12 months?
NH: The key challenge for the tea market currently in the UK is to stimulate demand. For many years the tea market has been in volume decline, driven largely by a failure to recruit younger consumers into the category, recognising that people take their drinking habits with them through life. In order to combat this trend, innovation must become central focusing in particular on the health benefits of tea, improved convenience and greater perceived product indulgence.
TH: How do you see the media landscape unfolding in the next 5 years?
NH: I am no expert on the media landscape, however, it seems clear to me that media will continue to fragment and it will become increasingly difficult for advertisers to hit large groups of consumers in one go. Additionally, of course, the whole digital explosion will continue and technical progress will accelerate.
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