The recent decision to amalgamate the British Carpet Manufacturers Association (BCMA) with the newly formed Carpet Foundation has resulted in a number of significant changes.
The Carpet Foundation will become the lead body for the industry with a major representational role in addition to its original marketing and PR brief. The BCMA name will disappear and it is hoped the greater awareness of the Foundation name will provide a contemporary image to this key industry wide organisation.
Heading up the Carpet Foundation is Chief Executive Mike Hardiman who set up the organisation in August 1999 to manage the generic advertising and PR campaign. The first year of the campaign was a great success with its bold contemporary advertising creating a sexy image for carpet. Now the Quality Mark is under way the organisation is set to make a real impact on the industry.
To strengthen the PR function Rupert Anton joined the Carpet Foundation as Marketing Director in September 2000 to improve the amount of carpet exposure in the home interest press. A further sign of the Carpet Foundations determination to handle key projects internally Denise Fox was appointed Communications Manager to deal with media buying and communications with members and the retail trade.
The considerable administration load of this complex organisation is being managed through Hugh Wilson - Company Secretary (former BCMA Executive Director) and Jan Norton, Financial Manager, who deals with all Carpet Foundation accounting and budgeting.