BT reshuffles to improve brand image

BT Retail has promoted two senior marketers as it tries to improve the consistency of its branding.

Head of business communications Catherine Kehoe takes up the new post of head of campaigns across marketing services. She will report to director of marketing services Amanda MacKenzie.

Head of consumer communications Katrina Lowes becomes head of marketing operations and sales for major business.

A BT Retail spokesman says of Kehoe’s role: “It means that we now have someone overseeing all our marketing campaigns, which should lead to much greater brand consistency.”

Lowes’ new job includes responsibility for telemarketing activity.

Lowes has been involved in BT’s audience-segmentation strategy, which has created targeted messages for ethnic groups as well as a sign-language ad for deaf consumers. In December, she told Marketing Week that BT was “trying to be more relevant to more people” (MW December 13, 2001).

Kehoe oversaw last year’s “Bringing people together” campaign, which was created by Abbott Mead Vickers.BBDO. A new campaign breaks this week, promoting BT’s unlimited national and local calls service. Using the tagline “Bringing you and the UK together”, the campaign runs on TV, posters, press, magazines, radio and the Web.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here