Head of television Pedro Avery joins the board at BLM

Pedro Avery, Booth Lockett Makin’s head of television, has secured a seat on the agency board.

Pedro Avery, Booth Lockett Makin’s head of television, has secured

a seat on the agency board.

Avery entered the media world as an 18-year-old trainee TV buyer. He

will continue to oversee television at the agency, placing between

pounds 38 million and pounds 40 million of advertising for 20 BLM


His proudest moments at BLM include negotiating an award-winning

sponsorship of The Simpsons for his client Domino’s Pizza, and lining up

the online recruitment company StepStone to back all of Channel 4’s

sports programming.

The StepStone deal was the second biggest British television sponsorship

initiative of all time after Cadbury’s long-running sponsorship of

Coronation Street on ITV.

The 30-year-old also re-launched Blockbuster with a pounds 6 million

television advertising push in April. It was the first time the video

rental chain had advertised on the medium in three years.

Avery’s other clients include JMC, Hertz, Paramount Comedy Channel and

Fujitsu Siemens.

Avery’s first foray into media was at the full-service agency DMB&B,

which he joined in 1989, reporting to the then deputy media director Jim

Marshall (Marshall is now the chief executive of MediaVest).

Avery moved to J. Walter Thompson in 1992 as a senior media executive to

work on the Esso, Dulux and Jaguar accounts, rising through the ranks to

become associate media director.

He arrived at BLM three years ago and now oversees a team of three:

television manager Caroline Bamford, television executive Catherine

Ellis and graduate trainee Kate Dumbreck.

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