Kesko establishes a Brand Steering Group

Kesko has set up a Brand Steering Group, chaired by President and CEO Matti Halmesmäki, which will be responsible for guiding the preparation and implementation of Kesko’s Group-level brand strategy. Anne Laakso (37), M.Sc. (Econ.), has been appointed Kesko’s Brand Director as from 21 May.

The Brand Steering Group consists of:

• Matti Halmesmäki, President and CEO (Chairman); Kesko and K-stores
• Ami Hasan, Chairman of the Board; Hasan&Partners
• Annikka Hurme, Senior Vice President, Marketing; Valio
• Esa Kiiskinen, Retailer; K-food stores
• Terho Kalliokoski, President; K-citymarket, K-supermarket, K-market, K-extra, K-Plussa, Pirkka
• Jari Lind, President; K-rauta, Rautia, Senukai, Byggmakker
• Matti Leminen, President; Anttila, Kodin Ykkönen, Intersport, Musta Pörssi, Sotka, Asko, K-kenkä, Andiamo
• Pekka Lahti, President; Volkswagen, Audi, Seat, Yamaha
• Minna Kurunsaari, Vice President; K-supermarket
• Paavo Moilanen, Senior Vice President, Corporate Communications; Kesko and K-stores
• Anne Laakso, Brand Director; Kesko and K-stores

The K-sign was launched as a symbol of good service and quality in 1947, when it was introduced to 2,500 K-stores at the same time. The K-sign is one of the best-known logos in Finland.

According to research, Pirkka is the best-known private label in Finland (TNS Gallup, 4/2007). Pirkka, which celebrated its 20th anniversary in 2006, was the only retail sector private label included in the Superbrands Finland book which presented the strongest Finnish brands in 2005.

In addition to private labels, the strategy will also include suppliers’ best brands and a definition of the brands’ positions in the selections and customer encounters in all stores of the K-Group.

Anne Laakso, who has been appointed Brand Director, joins Kesko from the position of Ruukki’s Brand Manager. Her previous positions include Marketing Director of Fortum Energy House Ltd (present Fortum Markets) and Marketing Manager of Aktia Savings Bank p.l.c. The Brand Director will report to the Chairman of the Brand Steering Group and to Paavo Moilanen, Senior Vice President, Corporate Communications. The position is new in the Kesko Group.

A photo of Anne Laakso can be downloaded at www.kesko.fi/Material > Image archive.

Further information from:
President and CEO Matti Halmesmäki, Kesko Corporation, tel. +358 1053 22201
Paavo Moilanen, Senior Vice President, Corporate Communications, Kesko Corporation, tel. +358 1053 22764
Brand Director (as from 21 May) Anne Laakso, tel. +358 50 355 0643

Kesko (www.kesko.fi) is a retail specialist whose stores raise the quality of consumers’ everyday lives by offering highly-appreciated products and services at competitive prices. Kesko operates in the Nordic and Baltic countries and Russia.