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.

Latest from Marketing Week

Mark Ritson investigates: Recreational marijuana

After probing America’s newest industry four key questions spring to mind: Which will be the big marijuana brands of the future? Why does scale drive ad effectiveness? What day is it? And, why have my legs stopped working?


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here