Howcroft takes Nobby’s gig on Recipe to Riches
CB can confirm that Network 10 executive general manager Russel Howcroft has taken over the marketing guru role on Recipe to Riches left vacant by the departure of Droga5 creative chairman David Nobay earlier this month.
Sources say Howcroft, the former CEO of Y&R Brands and a panelist on The Gruen Transfer – who is currently on holiday – will soon be joining the line-up. Filming of the auditions for series 2 is already underway with Recipe to Riches co-hosts Carman’s Fine Foods owner Carolyn Creswell and chef Darren Robertson.
Droga5 lost the lead agency status for Woolworth’s, the backing sponsor of Recipe to Riches, late last month – coinciding with Nobay’s withdrawal from a second series. Now Woolies’ lead agency role is with Leo Burnett, most industry pundits expect Droga5 to part ways completely with Woolies in the near future.
While Recipe to Riches is backed by Woolworths, arch rival Coles continues to back MasterChef Australia, also on Ten – which may or may not be a tricky situation for Howcroft to deal with going forward.
6 Comments
It’s a perfect move because considering Network 10’s parlous financial position, and knowing they’re paying him a motza as EGM, it makes sense to use Big Rus in any way they can.
Riches to Rags for channel 10
It’s a great show
He’s obviously not busy…
Perfect shill for the gig.
Did somebody say groceries?
Thank god it’s not Todd.