New MEA marketing director for Cadbury

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Mike Middleton has been appointed category director, chocolate for Cadbury's Africa, Middle East region, effective 1 November 2009. Brands under his wing will include Dairy Milk, Lunch Bar, P.S. and Flake.

Mike Middleton

In his new position, Middleton will assume responsibility for the marketing of Cadbury's range of chocolate brands in Africa and the Middle East. He will report to Bharat Puri, Cadbury Global category director, Chocolate and to Geoff Whyte, commercial director Cadbury Africa, Middle East.

Middleton joined Cadbury in 2006, as marketing director for South African Chocolate.

“Over the last few years Mike Middleton has built a formidable reputation both within Cadbury and in the South African marketing community. His track record of success in delivering great advertising, promotion and innovation is second to none and led Cadbury South Africa to a market share gain in 2008 that was greater than any other affiliate worldwide,” says Whyte, congratulating Middleton on his new role in the company.

“He now has the opportunity to weave his magic across a much broader geography. I'm very much looking forward to working with him on the challenges ahead.”