Trinity Mirror Solutions hires BBC planner to Invention team

Trinity Mirror Solutions has appointed Dean Matthewson, a former senior audience planner at the BBC, as a new senior planner for its Invention team.

The hire comes as part of an ongoing investment in building Invention, Trinity Mirror’s creative solutions arm, as the publisher looks to better understand its modern mass market audience – ‘Modal Britain’ – which puts the middle 50% of the UK population at the centre of its advertising offering.

Reporting into director of Invention Mark Field, Matthewson will work closely with clients and Trinity Mirror’s editorial teams in an effort to build stronger connections between audiences and advertiser brands at both national and regional levels.

“Audience insight is becoming ever more prevalent for newsbrands when developing campaigns that have true ROI for advertisers,” said Field.

“Our unique creative process puts Modal Britain’s core values at the heart, so Dean’s pedigree in planning will be a huge asset for the Invention team.”

Matthewson’s appointment follows the recent hire of Michelle Linaker, who was brought in to head up Invention’s ‘Experience’ division.