SABMiller is looking to bolster the effectiveness and coordination of its global marketing activity with the appointment of WPP veteran Jim Taylor to lead integration.

The producer, which sells brands such as Peroni, Miller and Grolsch brands in 60 countries, has hired Taylor to the role of head of integrated activity planning with a brief to develop “world class plans which integrate consumer, shopper and customer activation”.

SABMiller’s capability director for integrated activation Charlie Hiscocks says: “In a world in which technology, data and sources of influence are evolving dramatically, it is crucial that we are ahead of the game in understanding how to reach those who both buy and consume our beers.”

Taylor’s appointment is SABMiller’s latest attempt to better coordinate marketing activity. It is looking to appoint a global digital director to develop a more global approach when planning digital marketing activity.

Prior to joining SABMiller, Taylor spent eight years at WPP, first at Mediaedge:cia and latterly at G2. SABMiller drafts in WPP man to lead global marketing integration.