Orpin will report to Gary Digby, sales managing director. Orpin's first task will be to hire a team of integrated planning controllers to work within the new integrated planning team.
ITV has split its sales division into two new departments: a trading team and the integrated planning team. ITV has already confirmed the trading team will be headed by ITV sales director Simon Lent, who now becomes trading director.
The appointment of Orpin to head the other half of ITV Customer Relations completes the senior line-up of its rejigged sales operation.
It is understood Orpin will consider external as well as internal candidates for around 10 positions on the integrated planning team.
The restructure, which will be implemented in January, is an attempt by ITV to place a greater emphasis on the longer-term sell because advertising revenues on ITV1 are in decline.
According to the latest estimates from media agencies, core advertising revenues on ITV1 will be down by as much as 13% year on year by the end of 2006.
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