BBC Worldwide UK has appointed Ladbroke Racing’s former head of marketing Claire Potter to the newly-created post of UK head of marketing for its publishing business.
Potter, who reports to UK business development director Marie Oldham, will work across the company’s four publishing groups: the Radio Times, arts and factual; sports, motoring and entertainment; lifestyle; and family. She will co-ordinate plans devised by marketing teams for the different genres, as well as those for brands such as Tweenies, Walking with Dinosaurs, Top of the Pops, Gardener’s World and Radio Times.
Potter’s first task will be to establish a five-year marketing plan by next April to meet business objectives set by the UK board.
She says: “We are looking at integrating all the internal plans in one UK marketing plan. All the marketing teams will be encouraged to spot synergies across the genres and maximise their potential.”
Potter will also oversee the UK company’s relationship with creative, media and promotional agencies. New PHD handles media, while the creative roster includes TBWA GGT Simons Palmer, Leagas Delaney, Miles Calcraft Briginshaw Duffy and Coldeye.
Potter resigned from Ladbrokes in February and has since worked as a consultant to various companies including BBC Worldwide UK.
BBC Worldwide UK is a division of BBC Worldwide – the commercial arm of the BBC. It has interests in magazine publishing, books, video, spoken word audio publishing, product licensing, and a UK TV joint venture with Flextech TV.