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
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
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
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
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.