FEBRUARY 22, 2007

McLaren takes branding more seriously

McLaren has long been keen to have the right brand image but has now decided to go to a professional brand manager to achieve its goals and has hired John Allert to a new position as Head of Group Brands.

McLaren has long been keen to have the right brand image but has now decided to go to a professional brand manager to achieve its goals and has hired John Allert to a new position as Head of Group Brands. Allert was previously chief executive of Interbrand, the branding consultancy. He will be responsible for implementing brand and marketing management through all aspects of McLaren business, including merchandising.