EE scraps CMO role as BT insists it will keep the brand

EE has appointed a new marketing boss following the departure of CMO Pippa Dunn as the future of the brand looks safe, for now, after BT insisted it had no imminent plans to scrap it.

Noel Hamill will take over the running of EE’s marketing department in a new role as MD of marketing. He currently works as a director of indirect partnerships at EE, responsible for sales and commercial activities across consumer and business indirect partners and has previously worked in marketing roles at Three and Vodafone in Australia.

He will report directly into EE’s new CEO Marc Allera. The nature of the role has changed, however, given that EE was formerly an independent business and is now part of the wider BT Group.

This means EE is scrapping the CMO role Pippa Dunn had held since 2013, with Dunn opting to leave the brand.

She was pivotal in the launch and growth of the EE brand, which was created following the merger of Orange and T-Mobile. She said she made the decision to leave the business to “try something completely different”.

The move is part of a wider shake-up of the EE leadership team following its acquisition by BT. Max Taylor will now take on responsibility for digital communications and innovation, including sales, service and marketing for omnichannel.

Gerry McQuade, meanwhile, has taken on the role of CMO for non-consumer mobile and is in charge of sales and marketing for the enterprise, wholesale, home and business development areas.

The future of the EE brand

BT is also restructuring its business following the acquisition. It will now run two consumer-facing businesses – EE and BT consumer. The latter will offer phone, broadband and TV services to more than 10 million customers, while EE will retain its high street presence. John Petter will head up BT Consumer as CEO.

Gavin Patterson, BT’s CEO, says: “[BT] will operate a multi-brand strategy with UK customers being able to choose a mix of BT, EE or Plusnet services, depending on which suit them best.

“The acquisition provides us with a chance to refresh our structure and we have done that by creating a major new division that will focus on businesses and the public sector in the UK and Ireland.”

Despite BT insisting that it will keep EE, experts expect the brand will disappear at some point in the future. Marketing Week columnist Mark Ritson highlights BT Group’s focus on a “branded house, different identity” strategy as a reason why EE is likely to be replaced in the end.

“The idea that BT Group would sacrifice the strategic focus and inestimable synergies of this architecture to transform itself into a house of brands in order to accommodate EE in the long term is laughable,” he says.

“Expect EE to be gradually phased into the BT brand and ultimately to become just another short chapter in the history of telecommunications branding. Filed somewhere between Cellnet and Motorola.”

Hide Comments1 Show Comment
Comments
  • Joy jenkins 9 May 2017 at 9:51 am

    Here’s a story for you Kevin Bacon one to make you really proud of EE on the 10th of april I changed over from fibre to adsl, 2 weeks later and 3 BT engineers later no internet, after hours of ME ringing EE to be promised phone calls back and guess what not 1 phone call back, so i canceled my broadband and now waiting 3 WEEKS for refund, after being told twice it would be in my account within 6 days

  • Post a comment

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