Blockbuster marketing chief quits

Blockbuster marketing director Sarah Baxter has left the company after just seven months to “go travelling”. A Blockbuster spokeswoman says she has left the company.

Her departure comes in the middle of a pitch for computer games retail chain Gamestation, a subsidiary of Blockbuster that was acquired in October 2002. Baxter was overseeing the pitch and an agency has yet to be appointed.

Baxter joined Blockbuster last year from Safeway, where she was head of brand development (MWOctober 2, 2003). She previously held marketing roles at Unilever Bestfoods and United Biscuits.

The 16-strong marketing team will report to commercial planning director Alistair Macrow while Blockbuster decides whether to restructure the department. Macrow reports to vice-president, commercial Steve Foulser.

Blockbuster launched a TV campaign this month developed by Doner Cardwell Hawkins in support of its Gold Collection of back catalogue films.

The ad, targeting lapsed renters, depicts Sleeping Beauty being woken by Prince Charming but She brushes him aside to watch a DVD. The strapline is “Missed some great movies recently? Catch up with Blockbuster’s Gold Collection.”

Media planning and buying was by Walker Media. Blockbuster recently appointed Agency Republic as its digital marketing agency (MW February 26, 2004).


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