NEW YORK — Polo Ralph Lauren has named Paddy Byng to the new post of senior vice president of global marketing and advertising, effective April 1.
Byng was Polo’s vice president of European licensing and new business development. He will assume some of the responsibilities previously handled by Hamilton South, who left as Polo’s group president and chief marketing officer, as reported.
In his expanded role, Byng will be responsible for the marketing and advertising of Polo brands, domestic and international licensees, Polo Retail Corp., and Poloco, the company’s European subsidiary. Polo said Byng will also develop Polo’s corporate marketing initiatives, including those in partnership with Ralph Lauren Media, a joint venture with NBC. Byng reports to Lauren, chairman and chief executive officer, and Lance Isham, president and chief operating officer.
Lynn Tesoro, senior vice president of communications and Collection marketing, will continue to direct the company’s public relations efforts, as well as the marketing of Women’s Collection and Men’s Purple Label. She also reports to Lauren and Isham.
Prior to joining Polo in 1998, Byng was responsible for global marketing communications for Vespa, an Italian scooter firm.
“Paddy Byng is a great addition to our management team,” Lauren said in a statement. “He’s a creative and talented executive with a true depth of knowledge in the areas of brand marketing and advertising. He played a key role in the Poloco acquisition and in the creation of Ralph Lauren Media, and will be an important asset to the company in developing our advertising and marketing strategies.”
Polo’s annual marketing and advertising budget is estimated in the vicinity of $100 million.

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