HTC appoints first UK and Ireland marketing director

HTC has appointed James Atkins as its first UK and Ireland head of marketing to lead a change of strategy to broaden the brand’s appeal to “everyday consumers”.

Atkins will be responsible for linking above the line campaigns wih experiential activity and will report to Phil Roberson, HTC’s executive director of the UK and Ireland. Roberson replaces Jon French who was promoted to vice president of sales and operations for EMEA earlier this year.

HTC said earlier this year that it was to expand its European marketing department in preparation for a major push to appeal to all consumers, rather than the early technology adopters that have pushed the brand to its current position.

Although HTC does not release UK-specific figures, the company’s June revenues were up 10.9% month on month to 45 billion Taiwan dollars (£981m), up 87.7% year on year.

HTC claims it has a 20% share of the UK smartphone market and forecasts it will sell about 11 million smartphones in the current quarter.

Atkins joins from BBC and ITV joint venture, Freesat, where he was commercial marketing manager.

Prior to joining Freesat, Atkins was head of marketing at LG Electronics and held a product manager role at Panasonic.

Separately, Apple is battling HTC, accusing the Taiwanese company of infringing its patents linked to the iPhone and iPad.

HTC’s general counsel Grace Lei says: “HTC is disappointed at Apple’s constant attempts at litigations instead of competing fairly in the market.

“HTC strongly denies all infringement claims raised by Apple in the past and present and reiterates our determination and commitment to protect our intellectual property rights.”

Apple has already made patent infringement claims against rivals Samsung and Nokia.

Latest from Marketing Week


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