BBC puts Purnell in overall charge of marketing

The BBC has begun restructuring its top tier of management with the appointment of former Culture Secretary James Purnell as director for strategy and digital, where he will oversee marketing.

BBC Worldwide
James Purnell will oversee marketing of BBC brands such as Strictly Come Dancing

The appointment is one of a raft being made by newly appointed director general Tony Hall, who replaced George Entwistle. The latter stepped down following criticism of a Newsnight programme that wrongly accused Lord McAlpine of child abuse

Purnell worked at the corporation in the 90s as head of corporate planning and recently has been working as a producer at Rare Day.

His new role will involve developing BBC strategy and will include running the Marketing and Audiencse division, alongside the Communications, Digital, Policy and Public Affairs departments.

Former marketer Tim Davie, who took the role of acting director general after Entwistle resigned, is returning to his role of chief executive for BBC Worldwide but will take added responsibilities with the new role of director of global, responsible “for developing the BBC’s international brand and editorial strategy.”

He says: “I am very pleased to take on the important task of building the BBC brand globally and leading a growing, creative BBC Worldwide”.

The BBC celebrates its centenary in 2022 and has been lauded for its coverage of the London 2012 Olympics. However, public perception of the corporation has been dented by allegations of child abuse carried out by BBC employees, including Jimmy Savile, on its premises.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 3711 or email subscriptions@marketingweek.com

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