O2 is moving 100 people from other parts of its business into a new “capability and innovation” division to look into new technologies, including broadband.
The unit will be headed by current marketing chief Russ Shaw, who takes on the new title of director of capability and innovation. Head of consumer marketing Sally Cowdry is set to move into the role of marketing director as part of the reshuffle.
Shaw says the division, which will sit alongside the consumer marketing team, will focus on new technologies and a possible move into fixed-line telecoms and broadband, as well as developing the next generation of messaging services.
“We will be looking at how we get ahead of the curve in this new converged world,” he explains. “We will be working closely with Sally to make sure that when we go to market we’ve got true differentiation. We have got to do more in the future if we are going to make sure that we are successful.”
Shaw, who will continue to report to UK chief executive Matthew Key, will also be working on the launch plans for The O2, formerly the Millennium Dome.
He adds that the restructure will not affect O2’s relationships with its agencies, which include Vallance Carruthers Coleman Priest, ZenithOptimedia and Archibald Ingall Stretton.