Former DM agency chief Martin Troughton has quit as marketing director of Anglian Home Improvements to take up the same role at the company’s bitter rival, Everest Home Improvement.
Troughton has been at Anglian – the UK’s largest double glazing and conservatory business – since November 2006 and succeeded Andrew Pound, who left the company that summer.
During Troughton’s tenure, the company has increased its use of digital and direct marketing activity, although sponsorship and events – including the Hampton Court Flower Show, the Ideal Home Show and Grand Designs Live – play a key role in its strategy. It is also the longest-standing sponsor of Norwich City FC.
Troughton started his career at Ogilvy Direct (now OgilvyOne) in 1989, where he first met creative chief Steve Harrison. He then moved over to be managing director of Bates with Marcus Evans before switching client-side, becoming head of direct marketing at BT for three years.
In 1998, he co-founded his first DM start-up with Harrison and Tim Patten, called HPT Brand Response. Three years later, Troughton and Harrison struck a deal with WPP for a reverse takeover of the group’s ailing Impiric UK business, which was the result of a bizarre two year Wunderman rebrand ushered in by US chief Jay Bingle.
With them on board – Patten was ousted – the agency returned to its heritage and was rebranded Harrison Troughton Wunderman. It went on to build a strong creative reputation, dominating industry awards programmesmfor the next five years. However, Troughton once explained that working with Harrison was hardly a stroll in the park.
He said: “It was very challenging to work with him, because he has exacting standards and doesn’t understand the word compromise. It’s one of his biggest strengths and one of his biggest weaknesses at times.”
Ulitmately the duo went their separate ways. Harrison quit the industry while Troughton moved within WPP to Red Cell, eventually linking up with Gary Sharpen and Nigel Owens, and rebranding it Sharpen Troughton Owens Response.
Within nine months, WPP had merged the agency into RMG Connect, itself since folded into JWT.
Speaking exclusively to DecisionMarketing, Troughton said: “I am pleased to be moving from working with the biggest company in the industry at Anglian to the biggest brand in the industry with Everest.
“Both companies rely heavily on marketing, and direct marketing in particular, with digital expertise being at the forefront. I look forward to guiding Everest with its long established brand heritage to a bright future.”
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