BBC backtracks on plans to restructure its marketing teams

The BBC has abandoned its plans to dramatically restructure its marketing department across specific audience groups and reverted back to marketing teams for TV channels and radio stations.

The BBC has abandoned its plans to dramatically restructure its marketing department across specific audience groups and reverted back to marketing teams for TV channels and radio stations.

The decision follows last week's news that Matthew Bannister, the BBC's director of marketing, has resigned.

Bannister, who was appointed in April, spent six months reshaping the BBC's marketing teams, having originally proposed that marketing groups should be based on attitudinal audiences including youth, mainstream, heartlands and regional target audiences.

However, industry sources suggest that this new structure was not supported by some of the directors on the 17-strong executive committee that was set up by the BBC director-general, Greg Dyke.

The revised marketing structure will split marketing into TV, radio and music and 'genre' divisions. The latter will include sport, news and specialist factual/learning, new media, children's and youth brands, and the regions.

Bannister's attitudinal delineation will be fed into each of these divisions.

As a result of this restructure, one key appointment change is James Thickett, who was originally appointed as the marketing head for the BBC's factual and learning division and now becomes the head of strategic marketing, genre brands.

The BBC is seeking a replacement for Bannister, with Jim Hytner, Channel 5's marketing director, being tipped as a strong external candidate. Internal candidates include Jane Frost, the former corporate marketing controller, and Sally Osman, the BBC's press and publicity controller.



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