London Transport has appointed its first marketing director as part of the former state-ownedfirm’s continuing restructure.
Norman Cohen’s responsibilities will range from advertising and publicity to fares and ticketing. But the creation of the role, at the instigation of chairman Peter Ford, is a significant admission that as the group has been broken up marketing has suffered.
Cohen, previously operating services director at LT buses, has a remit to create a London Transport Marketing Group, to co-ordinate all activities across its bus and underground services.
“Ford feels it is more efficient to have the different aspects of marketing handled by one person,” a London Transport spokes-man says. “There hasn’t been a single director before but several people doing bits and pieces.”
Cohen will also be responsible for liaison with TDI, formerly London Transport Advertising.