Viacom appoints first CMO to oversee C5 rebrand

Viacom International Media Networks (VIMN) has appointed Kerry Taylor as its first ever chief marketing officer for its operations managed out of the UK, with an immediate brief to oversee a “creative rebranding” for Channel 5 during 2015.

The company has also announced the appointment of Jo Bacon, MTV UK’s vice president of marketing and communications, to take on additional responsibility for marketing at Channel 5, where she will lead the planning and execution of the rebrand, reporting to Taylor.

Taylor and Bacon will work closely with Channel 5’s chief operating officer, Paul Dunthorne, and programme director Ben Frow, with the rebrand scheduled to be completed by the end of the year.

“Kerry is Viacom’s outstanding UK-based marketer and her and Jo’s appointment to oversee the rebrand of Channel 5 demonstrates how we’re combining the best talent and assets of both businesses,” said David Lynn, president of VIMN UK, Australia and Central and Eastern Europe.

“Their task will be to capture changing perceptions about the brand amongst lighter viewers as Channel 5 continues to improve programme range and quality and its ratings performance under Ben’s direction.”

Channel 5 recently reported the highest monthly viewing figures in almost six years, delivering a 4.99% share of consolidated viewing in January 2015.