NTL Streamlines Central Marketing

NTL is cutting its central marketing team from 55 people to 8 people and is reducing its marketing budget for 2002 from £65m to £10 million in an attempt to cut costs, according to a report in today’s trade press.

An NTL spokeswoman refused to comment on the report but confirmed that the company was “streamlining” its central marketing division, saying: “Our marketing objectives are changing and as part of our plans to bring the business closer to the customer the majority of our marketing activity will be carried out by our six regional business units.”

The role of top marketer Mike Hounsell, who spent three years at the company, has been cut as part of the overhaul and customer marketing director at NTL Home, Charles Darley, is also believed to be leaving, just two months after joining from Consignia.

The spokespwoman said: “Our brand awareness stands at 88% compared with 25% just two years ago. Mike was instrumental in making this happen but for the moment his job has been done and the central marketing function has been sidelined.”

Sir Christopher Bland, chairman of rival communications company BT, admitted in last weekend’s Sunday Times that NTL and Telewest, which both offer telephone, broadband internet and television services, posed a threat to the company. He said that BT was working to improve its services and could move into the television market within the next two years (see BT Set To Become A Media Company).

NTL: 01252 402 000 www.ntl.co.uk

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