Elaine Luff, the former director of marketing and business development
at MediaCom, has taken up the newly created post of account director for
business development at MTV Europe.
Luff’s brief is to explore advertising opportunities as MTV expands its
services with the launch of a number of regional ‘windows’.
Last month, MTV launched three services in northern, central and
southern Europe. These are in addition to its pan-European service but
offer advertisers regional exposure. Each window has specially adapted
programming and presents new advertising avenues.
Luff said: ‘I’ll be developing new markets and new business on the back
of the regional expansion. This will involve talking to clients and
agencies and working with them to come up with new opportunities such as
events, programme sponsorship and programme origination. MTV is one of
the best-known TV brands and many clients are looking for an opportunity
to tie in with it.’
Luff joined MediaCom from the Publishing Consultancy in January 1995. In
October, Luff announced she would be leaving in the new year, although
she had no specific plans. MediaCom decided not to replace her.
Luff’s appointment is part of an ongoing recruitment drive by MTV. Last
month, it poached Paul Chard, commercial director of Laser Sales, as its
vice-president of advertising sales. It has also appointed David Lees, a
former senior sales executive at Virgin Radio, as its UK account
Luff has had a varied career. She was a board director at the Publishing
Consultancy, where she was responsible for launching successful
magazines such as Hello!, Bella and Take a Break. She began her career
at the Norman Craig and Kummel agency in 1982.