NEW YORK – Infomercial marketer Guthy-Renker Corp. has tapped a key exec from rival National Media Corp. to shepherd its international expansion.
David Carman has been named senior exec VP of the company and president of Guthy-Renker Intl. in London, moving from president-CEO of Quantum Intl., which National Media acquired and has used as the basis for its own major European expansion.
Palm Desert-based Guthy-Renker, 37.5% owned by the News Corp./New World combination, sold more than $300 million worth of infomercial products last year – from Victoria Principal cosmetics to Tony Robbins motivational tapes – but is looking to export hit products overseas more quickly in an often imitative field.
“We’re slower than we had hoped getting products out and distributing them internationally,” said Greg Renker, the company’s president. “If you’ve got a hit, you’ve got to find a way to quickly deploy it around the world.”
Guthy-Renker already has set up businesses in Japan, China and New Zealand and sells products through other distributors elsewhere, but is now counting on News Corp.’s Star TV and BSkyB sat TV systems to help fuel rapid expansion in Europe and Asia.