LT appoints first head of marketing

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.

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