11th APRIL 2017, CUMBRIA – Derwent®, the world-leading British fine art brand, have appointed Mike Stranders as its new Global General Manager. The former EMEA Marketing Vice President of ACCO was appointed to the senior role at beginning of March and will aim to build on the many positives that already underpin the business.
Mr Stranders said: “Derwent is a strong consumer brand. Precision quality and innovation is associated with each and every Derwent product. Art enthusiasts have a close association and affinity with us, which is one of our greatest assets.”
A primary objective will be to grow the brand internationally, stating: “The opportunity to grow outside the UK is significant. We have just formed partnerships with six new European distributors and MacPherson’s, a new distributor partner in the USA and Canada.
In addition to his EMEA role, Mike has been responsible for the global marketing initiatives at Derwent over the last two years. He recently restructured Derwent’s sales and marketing teams and an array of new projects are being brought to the market during 2017.
These include new branding, a refreshed retail merchandising system and two new product launches including Procolour – a professional coloured pencil collection – and their first ever mechanical pencil, called Derwent Precision.
“I feel that I start from a position of strength, having gained a real understanding of the brand in recent years.”
Mike joined ACCO in February 2006 as European Product Manager, progressing to the role of Global Future Product Manager and then Global Director, Product Marketing in 2012. In January 2014, Mike was appointed to the role of Vice President of Marketing Europe and became a key member of the ACCO European Leadership Team.
He graduated from the University of Bath in 1997 with a BSc Hons in International Management and Modern Languages and went on to study with the Chartered Institute of Marketing, completing his Postgraduate Diploma in 1999 whilst building his early career in marketing. Prior to ACCO, Mike worked as a Marketing Manager for Hozelock Ltd, a position he held for six years.
He added: “There are some parallels with Derwent and my time at Hozelock. Both brands give consumers products that they love and hold an emotional attachment to.
“I am proud of my marketing background and think about the consumer and trade customers first and work backwards from there. And while I am taking on the role of Global General Manager at Derwent, I’ll still be thinking along those marketing lines. I believe it’s a good mindset to have.”