NEWS: MTV Europe names ex-MediaCom chief in new regional job

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.

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

manager.



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.



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