Former Weetabix marketing chief Gareth Turner has moved to Newcastle-based agency Route, where he takes on the role of non-executive director.

With over 23 years of experience, including marketing some of the country’s biggest household names including John Smiths, Bulmers and Lurpak, Turner will assist Route founders Darren Davidson and Ben Dascome with growth strategy.

He was part of the team behind the viral ‘Beans on Bix’ campaign for Weetabix, and is founder of  strategic marketing consultancy Big Black Door.

Speaking about the appointment, Davidson said: “I have known Gareth for over 23 years and kept abreast of how his career and vision for brand success developed over this time”.

“His renowned experience and ability to stay ahead of the curve makes him a vital contributor to our business. Gareth will challenge our thinking, particularly on issues of commercial positioning, and accelerate our expansion and development as a business”.

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He added: “Collectively, we have always admired and recognised the value in Darren’s bold, creative and organic marketing ideas.”

“His energy and enthusiasm is infectious, but he’s not been afraid to challenge us and ask the tough questions”.

Turner said: “I’m excited to be working with such a talented and well known business to help them expand. I’m looking forward to working with the board to unlock strategic opportunities, and with the broader team to set us on the path to tremendous growth”.

“I greatly admire what Route has achieved to date and am delighted to have the opportunity to contribute to its continued success”.