X-Factor company creates new marketing role

Fremantle Media Enterprises (FME), the commercial arm of X-Factor co-creators FremantleMedia, has appointed Mary Beer to the new role of marketing director.

Beer will oversee the newly created FME marketing team and will be responsible for brand and programme marketing, communications and event management. She will report to FME chief operating officer Dan Allen.

Beer has been a marketing consultant for FME since October last year. Previously, Beer was marketing director at Flextech Television, where she worked on its merger with Telewest and helped to launch Flextech’s independent advertising sales operation, IDS.

She left in 2002 following a restructure of its marketing department, which devolved responsibility for marketing for its channels to the individual channel controller. The changes led to four redundancies (MW November 28, 2002).

Beer joined Flextech in 1998 from advertising agency Mellors Reay & Partners where she had been an account director.

FME comprises of Fremantle International Distribution, Fremantle Licensing Worldwide and Fremantle Home Entertainment. The licensing division markets programmes such as X-Factor, The Price is Right and The Bill.

Last week, it announced a range of new products for its cult cartoon Dangermouse, to mark the show’s 25th anniversary. A number of celebratory collectables, women’s and children’s clothing and DVDs are being launched to coincide with the anniversary.

FremantleMedia is the production business of the RTL Group, Europe’s largest television and radio broadcast company.