BBC Steps Up Marketing In Nations And Regions
The BBC is stepping up competition against its commercial rivals and is strengtheing its marketing strategy in the nations and regions with the appointment of a new senior strategic marketer.
The shake-up is intended to achieve a “step change” in the impact of the BBC’s marketing activity in all parts of the UK by strengthening campaigns for both local and network programming.
It follows a review of marketing needs and resources on a national and regional level, led by director of marketing and communications, Andy Duncan and nations and regions director, Pat Loughrey.
As well as the creation of a new senior strategic marketing post for the nations and regions, the initiative includes an increase in marketing “firepower” in the English regions and the creation of a new audience research team to focus on the viewing habits of audiences in different parts of the UK.
Commenting on the move, Duncan said: “We’ve systematically strengthened BBC marketing activity in the past two years. Now the challenge is to ensure that we have greater flexibility and the right firepower in place to achieve maximum impact in all the different marketplaces across the UK.”
Loughrey added: “The BBC has a unique connection with audiences everywhere through our programme teams based in all parts of the UK. It’s vital that our marketing has effective strategies for reaching all of these audiences.”
The BBC recently sought to silence claims from its commercial rivals that it is not distinctive enough by pledging to show more “memorable programming” over the next year (see BBC Moves To Silence Critics With New Programme Policy). However, the Corporation was met with criticism earlier this month after announcing plans to strengthen its commercial operations with the launch of a new venture capital unit (see BBC Strengthens Commercial Unit With Venture Capital Arm).
BBC: 020 8743 8000 www.bbc.co.uk
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