Ratcliff To Rejoin Five

Carl Ratcliff, currently head of planning at Lowe London, is joining Five as head of brand strategy and marketing.

Ratcliff will report to Five’s managing director, content, Lisa Opie, who assumed responsibility for the broadcaster’s on and off-air marketing in October last year.

Opie said: “I’m delighted that we’ve been able to attract someone as talented as Carl to this key role. He’s worked here before and understands Five’s DNA and the tremendous opportunities and challenges that lie ahead.

“Carl has shown himself to be one of the most strategic and creative thinkers working within the industry today and will be a tremendous asset as we seek to create an increasingly well defined and resonant identity for the Five family of channels.”

Ratcliff said: “I’m so excited about the prospect of revitalising the Five brand and working into Lisa.

“The time is ripe for Five to play differently to the competition – to instil in viewers a sense of purpose, difference and good old fashioned entertainment. 2008 activities – including digital investment – give the business the strongest opportunity yet to force both industry and viewer reassessment of Five.”

Ratcliff first joined Five as head of viewer research and insight in April 2004 from TBWA\ London where he was group planning partner.

He left Five in June 2006 to join EMAP as head of brand strategy across all their consumer media brands including Kiss, Magic and Kerrang!

Last year he joined Lowe London where he headed up the account planning department with strategic responsibility for all Inbev brands (Stella Artois and Beck’s) both globally and in the UK.

Five: 020 7550 5555 www.five.tv