Former BT man to head up 3’s integrated communications

Mobile phone operator 3 has appointed former BT and Volkswagen marketer Alan Doyle as integrated communications director. He will head the team responsible for branding and through-the-line communications.

Doyle’s appointment is part of a restructure of the company’s marketing department being led by marketing director John Penberthy-Smith. The integrated communications director role is new and Doyle will report to Penberthy-Smith.

Doyle joins 3 from brand and marketing consultancy Egghead, where he was managing director. He is also a former general manager of luxury cars at Volkswagen Group and has been head of consumer marketing at Yellow Pages and BT.

Penberthy-Smith says: “It’s an exciting time for 3 and Alan’s experience with major brands fits well with our ambitions.”

Last month, Hutchison marketer Fergal Walker was moved to the new role of director of handsets and Stephen Ford was brought in from 3 Australia as director of customer propositions as part of the restructure. Penberthy-Smith is also looking for a director of product management and a director of base management to complete his new team.

3 handed its £39m advertising account to Euro RSCG at the start of May following a pitch against Hurrell & Dawson and Glue.

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