Loot newspaper appoints marketing chief

Free classified ads newspaper Loot, owned by Daily Mail & General Trust (DMGT), has appointed a marketing chief and is about to launch a fresh campaign.

Jo Earle has been appointed marketing director at Loot. She joins from Universal Pictures Home Video. Earle held the positions of marketing director and director of licensees, but has recently been team leader on an internal project.

The appointment was made by Loot managing director Claire Payne, who joined the newspaper in September last year from her position as Financial Tines advertising director.

Earle takes the reins next month, by which time an integrated £250,000 marketing campaign will be under way. The senior marketing role has been vacant since head of marketing Neil Hesketh resigned in April 2002, in the meantime responsibilities have been handled by an interim member of staff and Payne herself.

Loot’s advertising business is handled by Wieden & Kennedy. The agency was brought on board to create a new brand positioning for the newspaper and to revive a slumping circulation. MediaVest looks after media.

The agency appointments were made by Stephen Miron, then managing director of the Associated New Ventures division of DMGT, in April 2002 (MW April 4, 2002). Loots sits within the division.

Wieden & Kennedy triumphed over Campbell Doyle Dye and Partners BDDH to take the business. Miron has since been appointed managing director of The Mail on Sunday (MW October 30, 2003).

Recent campaigns for Loot have focused on the unusual objects that are often offered for sale in the free-to-advertise publication.