Ex-Shell boss heads university forum

A former global head of brand management for oil giant Shell is behind the launch and marketing of a new website aimed at helping 15 to 19-year-olds decide on further education choices.

Michael Kesztenbaum, who was also director of strategic marketing for the government’s Learning and Skills Council until 2004, is chief executive of the broadband video platform University Choice TV (UCTV).

The site gives students and parents the chance to take a look at promotional films from universities, colleges and higher education courses online before making any decisions about studying there, and gives the institutions a forum to sell themselves to potential students.

UCTV.org launched online last September but marketing activity is only just starting. Kesztenbaum says 17 universities have signed up; he hopes to attract more than 500,000 users by the end of the year.

He adds that UCTV.org is seeking potential sponsors. Shell has signed up to a dedicated engineering area and is close to signing a deal with a record company that would see CDs featuring a mix of information about the website and new music by the label’s artists given out free to students when UCTV.org representatives visit schools.

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 customerservices@marketingweek.com

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