Sky hires Dobinson as sales research head

Julian Dobinson, Granada Media’s head of planning and sales research, is quitting the company to join BSkyB.

Julian Dobinson, Granada Media’s head of planning and sales

research, is quitting the company to join BSkyB.



The Granada Media employee of four years will join Sky as head of sales

research at the beginning of March.



He replaces Chris Mundy, who is leaving to head research at the BBC.



Dobinson will report to Sky’s head of sales operations Peter Shea and

have responsibility for a team of 14 sales research and planning

staff.



Dobinson will also work closely with the broadcaster’s sales controller

Mark Chippendale, who is in charge of the development of new media and

interactive advertising at Sky.



When he joins Sky next month, Dobinson will take on responsibility for

handling the BARB figures and study the potential of interactive

advertising on digital TV. He also aims to develop sales strategies that

will ’drive Sky’s business forward’.



Dobinson said: ’Sky is now at the forefront of the changes in digital TV

and interactivity. As the digital take-up rate is growing, we need solid

audience research figures to feed to advertisers and media agencies.

Until BARB sorts itself out, this will prove difficult.’



He continued: ’BARB is up for tender soon and the new ownership of the

organisation will not be announced until April. Digital will only be a

commercially viable success once research data is solid enough to

support the medium fully.’



Meanwhile, Sky is also looking to recruit three media planners to work

alongside each of its three sales groups. The company reorganised its

sales department into three separate groups at the end of last year

(Media Business, 6 December). Each group contains spot, internet, text

and sponsorship sales executives to enable buyers to purchase integrated

campaigns easily.



The new planners will report to Gillian Stokes, who is responsible for

strategic planning across the three groups. She said: ’We are looking

for planners who can go headlong into the sales groups with a

comprehensive understanding of the media mix. They need to find a way of

getting Sky to fit into an advertising strategy rather than thinking

only in terms of airtime sales.’



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