The BBC is looking to appoint a senior strategic marketer to oversee the nations and regions after a review of its marketing needs and resources by BBC director of marketing and communications Andy Duncan and director of the nations and regions Pat Loughrey.
The appointee will oversee the BBC’s bid to increase marketing of its local and network output across its television and radio stations. The BBC is also looking to appoint three brand managers and create an audience research team to support the strategy. The team will look at the needs and viewing habits of different parts of the UK.
Duncan says the BBC needs to improve its marketing, localising it to make it relevant to each region, while ensuring that local strategy is reported back to the central marketing team. He says the BBC made the decision now as some of its commercial competitors seem to be moving away from localised output and marketing.
Any campaigns that are developed from this strategy will be created by the BBC’s roster of agencies, Abbott Mead Vickers.BBDO, Fallon, DFGW and its in-house team.
Duncan adds that local and national stations often have activity based around local stories and that the BBC is looking to build on this strategy.