Blyk, Europe’s first advertiser-funded mobile phone network, has appointed the Telegraph Media Group’s director of new media Shaun Gregory as its first UK chief executive.
Gregory will be responsible for the overall strategic direction and day-to-day running of the company in the UK and will report to co-founders Pekka Ala-Pietila (pictured) and Antti Ohrling. Ala-Pietila is a former president of Nokia.
Blyk had been in talks with several senior marketers about heading the UK business (MW August 23). The service, which offers free calls and text messages to users willing to accept ads on their handsets, launched on September 24.
Gregory says: “Blyk is one of the most compelling advertising opportunities I have ever seen. It can reach, engage and build relationships with consumers on a very personal level. It’s also focused on the youth market, which is notoriously difficult to reach.”
Gregory is also a former managing director of national brands at EMAP Radio.