IPC Media has appointed the former BBC head of financial and commercial strategy, Julian Drinkall, as its group strategy director, in an attempt to develop the company into a broader-based media business.
Drinkall, who will join later this year, will work as part of the senior management team. He will have responsibility for developing IPC’s strategy and identifying new opportunities to extend the company’s media interests beyond its “ink-on-paper base”. He will instigate appropriate partnerships and acquisitions.
He will also have responsibility for the company’s latest venture, IPC Live!, which is set to generate revenues by holding events and exhibitions. The new venture is understood to have been backed with a budget of £10m.
Drinkall, who has also worked at BBC Worldwide and BBC Online, is expected to drive IPC Media’s presence into television.
Drinkall says: “IPC Media has created some incredibly strong brands in the print and magazine arena. It makes absolute sense to turn these into cross-media brands.” He also hinted at taking up the high-profile IPC brands onto various TV and new media platforms.
Last year IPC secured a new partnership with cable TV operator NTL for unmissable.tv, its online TV guide.
IPC is also conducting a strategic review of its women’s portal, Beme.com.