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BSkyB appoints Capgemini chief to front customer drive

Marketing Week

BSkyB has appointed Capgemini vice-president William Mellis to oversee the broadcaster’s direct sales operation as it begins to target consumers with increasingly refined messages designed to overcome barriers to take-up of pay-television. Mellis’ appointment to the new position of direct customer acquisition director coincides with a move by BSkyB to introduce a more segmented marketing […]