Guardian Media Group marketing director David Brook is to become Channel 5’s new marketing director.
Brook, who handed his notice in on Monday, will be one of four executive directors reporting directly to C5 chief executive Ian Ritchie. No marketing budget has yet been agreed, Ritchie says.
Brook’s immediate priorities will be to establish a marketing department; devise a marketing strategy; appoint an advertising agency; and co-ordinate the design of a channel logo.
C5 faces an especially complex marketing task. It must persuade UK TV households to let “retuners” enter their homes this summer to alter the settings of video recorders – essential to receive the new channel.
As a result, marketing activity is likely to start late summer followed by a launch campaign in the run-up to the channel’s debut next January. Brook will also have responsibility for on-air programme promotions.
His appointment is likely to lead to speculation that the Guardian Media Group’s agencies, Pattison Horswell Durden, Leagas Delaney and St Luke’s, will get to pitch for C5.
Brook has worked at The Guardian for nine years. He joined in 1987 from Thomson Holidays.
While at the Guardian Media Group, he oversaw the creation of the title’s new product development unit which was responsible for innovations such as Weekend Guardian, The Guardian’s second section, Wired and the A5 Guide.
He has twice been nominated as marketer of the year at the annual ITV Awards for Marketing.