When a child is born - Ian Beswetherick, MD Bounty

Bounty managing director Ian Beswetherick is used to the idea of his company not registering with the child-free. However, he is buoyed by the fact that its website, according to online analyst Hitwise, is one of the ten most visited in the UK - and that Bounty's unparalleled access to maternity wards means the first brands your child will see with be supplied courtesy of his firm.

Beswetherick describes Bounty as a "well-kept" secret and a "hybrid media business" - it distributes 3.5 million packs, containing around 60 million samples, each year and is one of the main suppliers of data on new parents, something that's of growing use to retailers and FMCG brands. In addition to all this, the company works to support healthcare professionals with information.

Even though he's worked "man and boy" at Bounty, Beswetherick admits that at one time he'd never heard of it. "I joined in 1997 as an account exec from TNT and had a quick chat with them and have to profess I was a typical 25-year-old. But it was interesting and quirky and seemed likes a challenge. And I was able to work with some fantastic brands."

Next year is the 50th anniversary of the company, which launched on the back of an idea by Bill Hopewell-Smith, a zealous advertising executive working on Heinz. Beswetherick takes up the story: "In the late 50s, newspapers would print addresses on the birth announcements

Hopewell-Smith used to take these addresses ?and send Heinz products to new parents. Then in the 60s they took the next step on from that, which was to visit hospitals."

It may have been an early form of sales promotion, but things were still very different in those days. Beswetherick mentions an early Bounty magazine from the 60s that advertised Guinness to new mums, as the stout is rich in iron. The magazine is still around, minus the beer ads. The company, meanwhile, has its sights set on new horizons following its £70 million purchase by US baby brand Kaboose in November, and is looking to push online.

"I don't think we could have found a better partner company," Beswetherick says. "They have a lot of experience online. It's reckoned that by 2010 to 2011, as many advertiser pounds will be spent online as on TV. If you want to influence people you've got to go where the consumers are."

As a result, a series of initiatives are planned online, including an expansion to cater more for fathers. "Every part of our business drives the other areas. Companies are really starting to understand the value of the market. People look at it as a niche market but every one per cent rise in the birth rate adds another £20 million in turnover for grocers." As the umbrella for all babycare brands, there is a lot of pressure to ensure that the products Bounty associates with are the right ones, he says.

"We have a huge amount of credibility as a brand and will protect that," adds Beswetherick. "But that also allows us talk to a brand about how Bounty can add credibility to an unknown baby product."

Some brands he'd like to include from a financial point of view are precluded by Bounty's tough auditing department. "Our team works very closely with hospitals, government guides and midwives. Sometimes this is based on gut feeling but we're operating in a sensitive environment and take that seriously. For example, we don't offer formula milk because of current guidelines that recommend breast-feeding."

At the end of the day, Beswetherick is refreshingly honest about the aims of the brands included in the packs. "My big challenge is not only to keep delivering value to our members, but also ROI for brands. Because if you're not talking about selling products, you're off-brief."

Beswetherick has witnessed the reach of the brand from the coalface. Despite joining as a "typical 25-year-old", unaware of the brand and probably making the Bounty chocolate connection, Beswetherick had the opportunity to test his own service in 2001 when his daughter was born. "It was interesting to be handed a pack," he says. "I think that the representative almost recognised me, but I was disguised by the bags under my eyes."

QUESTIONNAIRE

If you weren't in your current line of work, what would you be doing? Flying planes for a living.

What is your favourite book? Retailization.

What would you do if you won the lottery? I'd keep working, but I would spend more time having fun with my friends and family.

Who was your childhood hero? My granddad, who ran a farm.

CURRICULUM VITAE
2008: Managing director, Bounty UK
2004-2008: Business development director (MBO team)
2002-2004: Executive board director
2000-2002: Client services director
1998-2000: Key account director
1997-1998: Account manager