Iceland hires home-shopping chief

Iceland, part of The Big Food Group, has appointed a new marketing chief for its home-shopping division.

Lee Pinnington joins as head of home-shopping marketing from the Reality Group, where he was a consultant working in the development of clients’ customer relationship strategies. He has worked in a similar field for Sainsbury’s, GUS Home Shopping and credit card company MBNA.

Pinnington replaces Gerry Bagnall, who left Iceland in March to set up his own business (MW March 7).

Pinnington will be responsible for all aspects of marketing to customers and will be expected to introduce new initiatives to capture a larger share of the home-shopping market.

He will report to Iceland home-shopping managing director Jon Grey, who says: “We have plans to serve our customers better both online and through the range of products we offer. Lee brings great experience in building successful customer relations.”

Iceland’s national home-shopping service is available over the Internet; through interactive TV on NTL and Telewest Broadband; and over the telephone.

The retailer is also conducting a trial of a service called ISeeTV, which allows shoppers to speak to an operator over the telephone while watching pictures of product ranges on their TV. It is testing an extension of its home-shopping product range, from 3,000 items to 9,000, in Birmingham and Chester.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


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 are your guide.


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

Having problems?

Contact us on +44 (0)20 7292 3703 or email

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