Atlantic 252 appoints head of sponsorship

Atlantic 252 has appointed a head of sponsorship and promoted two sales executives as part of a sales shake-up following its relaunch three weeks ago.

Atlantic 252 has appointed a head of sponsorship and promoted two

sales executives as part of a sales shake-up following its relaunch

three weeks ago.



Charlotte Jennings, the newly appointed sponsorship and promotions

manager, has been with Atlantic 252 for two years and joined the company

from Granada Sky Broadcasting.



Jennings, formerly sponsorship executive for the station, replaces

Jonathan Ford, who quit Atlantic 252 to join Coca-Cola as sponsorship

manager.



Additionally, two of Atlantic’s sales executives, Nimesh Amim and Helen

Forbes, have been promoted to account managers.



Steve Johnson, Atlantic 252’s sales director, is on the hunt for three

more sales executives as well as a promotions and sponsorship assistant

to work under Jennings.



Meanwhile, as part of its new programming structure, the station has

secured a sponsorship programming deal with Wella, the hair product

manufacturer.



The sponsorship comprises an advertorial-style programme entitled Fluid,

that will have a running time of five minutes and be broadcast three

times a week. The aim is to promote Wella as a fashion brand for 16- to

24-year-old girls.



Hosted by DJ Lorri Morton, Fluid will feature celebrity gossip and offer

advice and fashion tips from Wella’s ’hair clinic’. The programme will

also help promote the launch of Wella’s new product Viva Colour

Mousse.



The deal was negotiated by Johnson and David Liversage at Drum PHD, part

of New PHD.



Alison Deas, sales controller at Atlantic, said: ’ Fluid is a fast,

upbeat show with all the latest gossip from the world of fashion, beauty

and hair. Although we are playing down the commercial aspect on air, the

programme is designed to promote haircare. The broadcast refers

consumers to the Wella website, where they can purchase all the latest

haircare products online.’



Johnson said the new programme content fits the niche youth audience the

station now wants to target.



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