Ratcliff is not believed to have a job to go to. A Five spokesman says that no decision had yet been made about reallocation of his responsibilities.
He is the latest in a series of changes to the broadcaster’s senior management on the back of Dawn Airey’s return as chairman and chief executive. Following her appointment in October, the then chief executive Jane Lighting left, as did Lisa Opie, managing director of content.
Ratcliff first joined Five as head of viewer research and insight in April 2004 from TBWA/London where he was group planning partner. Two years later he moved on to join Emap as head of brand strategy across all consumer brands, before joining Lowe London in 2007 to head up the account planning department with strategic responsibility for all Inbev brands.
He rejoined Five in January 2008.
During his time at Five, Ratcliff helped overhaul the main channel’s identity and on-screen promos. He also worked on the Five Life rebrand to Fiver.
Five announced 87 staff would be made redundant in March in response to a rapid decline in ad revenue. Other discussed measures have included a merger of on- and off-air marketing into a new creative unit and a merged commercial and legal affairs department.