BT is to appoint a new top marketer following the merger of its
consumer and business marketing divisions in July.
Duncan Ingram will take on the new role of marketing and shared channel
operations director and will play a key role in overseeing BT’s pounds
146m ad budget.
He will be responsible for the BT brand’s marketing strategy and will
report to Afshin Mohebbi, head of the BT UK Markets unit.
Ingram’s previous roles include interim marketing director of the
business division and head of service.
Tim Evans, head of communications, will report to Ingram but will be
responsible for overseeing brand consistency across the seven divisions
that make up UK Markets. Evans will have day-to-day contact with BT’s ad
agency, Abbott Mead Vickers BBDO.
Mike Wagner, at one time BT’s consumer marketing director, takes on the
new role of director of the Individuals division, which markets to
high-spending residential customers.
The roles of other senior BT marketing staff remain less clear. Peter
Conway, acting marketing director of the consumer division, moves to a
role in corporate strategy. Kate Notman, who was brought in by Mohebbi
in June and was effectively handling marketing of the business division
alongside Conway, has not been included in the operations directors’
It is not known what position Judy Dean, who oversaw advertising as head
of market management, will hold.
Meanwhile, up to 1000 marketing and product staff from the former
business and consumer divisions will have to wait until next week to
hear whether they will keep their jobs and to whom they will report
after the merger.
Sources also claim that it is unclear whether Cellnet will remain a
separate unit or will be incorporated into the new structure.
The shake-up aims to cut operating costs and ensure a cohesive strategy
across divisions. BT has been criticised for failing to deliver a
central brand message since axing its centralised customer
communications unit in 1996.