CEO Today Global Awards

Edwin Bessant, Chief Executive of Ceuta Group, believes true business acumen is being able to think 3 years ahead. But when he and joint-founding partner Annette D’Abreo took a leap of faith, leaving aspiring careers in 1994 at Pfizer Consumer behind to start out on their own, they never expected the business they created to be the international success story it is today. Bessant had been on Pfizer’s European fast-track programme, heading straight for the top levels of the company. But after assessing the UK healthcare market in the early 1990s, he discovered a gap in the market with companies wanting an alternative and more affordable solution and strategy to calling on pharmacies. Bessant and D’Abreo seized the opportunity and in 1994, Ceuta Healthcare was born, providing outsourced sales solutions, training and in- store category planning for Health & Personnel Care brands. Soon the operation grew to become a sought- after service for brand owners from large multinationals to start-ups and expended internationally supporting brands across Europe, Asia, North America, Australasia and the Middle East. Solution and client-driven by nature, Bessant noticed over time that brand owners were struggling to bring external agencies together to work on bespoke projects to manage and develop their brands. This became the catalyst for expanding his service offering and forming Ceuta Group. From there, Bessant embarked on a strategic acquisition strategy adding to his portfolio a collection of consumer brand specialist businesses, delivering their services through a single, integrated platform; supporting the journey of a brand from concept to execution; ultimately delivering everything a brand owner would ever want or need from ONE outsourced partner. Today, Ceuta Group is comprised of 12 brand specialist companies delivering strategic support in Brand Strategy, Communication & Activation, Creative Design, Digital Marketing, Category & Shopper Insight, Field & Experiential Marketing, Data Analytics, Logistics and go-to-market Sales & Marketing for mid- market to global clients in more than 100 international markets. Ceuta Group offers a complete outsourced brand management solution known as ‘Brand Fostering’ supported by a tailored combination of specialist brand services, delivering bespoke solutions that perfectly match the needs of their clients and their brands. This model is appealing to both manufacturers and private equity companies who acquire brands but don’t want bricks and mortar or headcount but need local market IP, or clients who want to reach new white space markets as well as companies that have a large tail of prominent brands. “We are seeing a market where companies are looking for global solutions, but they want to work with a partner who can provide exceptional leadership, stability, continuity and the same standard of high performance across the globe whilst also being financially sound, having outstanding values and supporting a strong CSR agenda. That’s exactly what we offer and, more importantly, what we deliver.” says Bessant. Bessant is always keeping an eye on the market and looking three years ahead to ensure the ongoing success of Ceuta Group. Understanding the traits of futurism around technology and operational advancements as well as evolving consumer needs, behaviours and priorities is also crucial, as “these changes can indirectly and directly change your business positioning and direction.” He says. But for Bessant, “there is no point in taking your business forward if you don’t take your people with you. Our people and our values have been the backbone of our business from day one, allowing us to develop a winning-culture based on our passion for the brands we support and our commitment to achieving nothing less than the best for our clients.” Bessant has achieved great success and recognition in business but never misses an opportunity to share his passion with the next generation of entrepreneurs in his role as a Fellow of the Prince’s Enterprise Trust. Ceuta Group is helping brands to thrive globally. CEO Today Global Awards 2020 UNITED KINGDOM 23 www.ceotodaymagazine.com