Sky to lose affiliate marketing champion Southgate

Sky is to lose its online marketing controller, strategy and planning, Helen Southgate who is to join performance marketing network Affilinet as UK managing director in mid-May.

Sky

Southgate, formerly chair of the IAB’s Affiliate Marketing Council (AMC), leaves as the broadcaster faces growing competition from Virgin Media and Freeview in both the internet services and television sectors.

The broadcaster was unable to provide a spokesperson by time of publication when requested by Marketing Week. Although, it’s understood Sky’s parent company BSkyB has yet to select a direct replacement for her role.

Southgate (pictured above, right) has been with Sky for over three years, during this time she was chair of the IAB’s AMC, and she presently reports to Gary Evans, Sky’s director of online sales and marketing.

Southgate, a co-founder of the IAB’s AMC, returns to the affiliate marketing sector as the online performance marketing industry, also known as affiliates, mounts a major charm-offensive on the wider marketing community.

This began in earnest earlier this year with an IAB and PwC study, claiming investment in the sector helped brands generate sales worth over £8bn last year claiming investment in the channel generated an 11-1 return on average.

Clare O’Brien, present chair of the IAB’s AMC, says the scheme is aimed at making brands aware of the direct benefits of using affiliate marketing channels.

“With ROI becoming one of the principle market-driving activity, it’s important that we show just what OPM can produce,” she says.

Practices such as affiliate marketing providers passing off paid-for commercial promotions as independent user-generated content or failing to disclose the commercial relationship between themselves and merchants in their network have drawn high-profile criticism from regulators.

In a ruling dating back 12 months, the Office of Fair Trading (OFT) told brands they must punish affiliates carrying misleading promotions or face legal action.

“There’s too many well-known brands [investing] in this channel for poor practice to be tolerated… Big brands don’t want to be associated with poor practice,” says O’Brien adding the AMC aims to highlight that such practices are not mainstream.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

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