Former Wanadoo marketer takes senior role at Pipex

Former Wanadoo marketing chief Peter Turner is thought to have joined rival broadband provider Pipex as marketing director.

It is understood that Turner, who left Wanadoo last year following its merger with Orange (MW August 24), started in the role this week and reports to chief executive Mike Read. It is likely that the company’s former senior marketer, marketing manager Dana Loftus, will report to Turner.

Pipex stated its intention to become a major player in the UK broadband market with the appointment of Karmarama as its first advertising agency in May 2005.

It is now the country’s fifth biggest internet service provider and has been building its brand through its sponsorship of Fulham Football Club and a high-profile television advertising campaign featuring former Baywatch star David Hasselhoff.

In the campaign, the actor declares himself “King of the internet” and is seen walking around a 1980s-style house dubbed “Hoff Central”.

Turner, who was director of marketing communications and services at Wanadoo, was given an equivalent role when Wanadoo was rebranded as Orange Home but left soon afterwards.

He joined Wanadoo, then known as Freeserve, in 1999 and held various marketing roles, including head of direct marketing, before being promoted to director of marketing communications and services.

Before joining Wanadoo, Turner worked in the marketing teams at Alliance & Leicester, Dixons and Sainsbury’s Bank. In his previous job Turner reported to managing director of sales and communications Philip Mehl, who also moved to Orange Home. He left the company three weeks after Turner (MW September 14).