O2 reshuffles marketing as sponsorship head leaves

O2 has reshuffled its marketing department, following the departure of head of sponsorship Paul Samuels, and shifted sponsorship under the remit of head of brand experience Amanda Jennings.

Samuels, who is leaving the mobile operator to join global sports marketing agency The Bonham Group, was behind O2’s high-profile sponsorship deals with Arsenal Football Club and the England rugby union team, as well as the renaming of the Millennium Dome as The O2. He was also the architect of the O2 Wireless Festival.

Jennings worked closely with Samuels and a spokeswoman says it “makes sense” for her to take on his sponsorship responsibilities.

She joined O2 five years ago from the company’s mobile internet business, Genie, where she was global marketing manager.

Jennings will continue to report to O2 head of brand and marketing communications Susie Moore, who reports to the company’s marketing director, Sally Cowdry.

Cowdry was promoted from head of consumer marketing in May, when former marketing director Russ Shaw was made director of capability and innovation (MW May 25). Shaw oversees a 100-strong unit that was set up to look into new technologies, including broadband.

Samuels joins The Bonham Group later this month and will be responsible for building the brand in Europe. He will also be tasked with developing the business through different types of sponsorship, with a specific focus on naming rights.

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