Bradshaw has been moved from his position as a health minister to replace Burnham, who becomes health secretary following Prime Minister Gordon Brown’s latest cabinet reshuffle.
The MP for Exeter and former BBC journalist will have responsibility for a department tasked with support and development of the advertising, design and media industries.
His department has a crucial role to play in producing the final Digital Britain report, which is due to be published next week (June 16).
The Institute of Practitioners in Advertising (IPA) and the Internet Advertising Bureau (IAB) have both welcomed the news that a politician with media experience is taking up the role.
IPA director-general Hamish Pringle says his support is now more crucial than ever. “With the financial services sector suffering hard times we see the creative industries becoming even more important to the future of UK plc, and we need the continuing support of DCMS and the new Department for Business, Innovation and Skills (BIS) under Lord Mandelson in promoting Creative Britain, both at home and abroad,” he says.
During his time at the DCMS, Burnham rejected the European Union directive allowing product placement on TV and indicated that football clubs should increase the percentage of commercial revenue invested in the grassroots game.
Burnham also advocated self-regulation for digital marketing. Nick Stringer, head of regulatory affairs at the IAB, says he hopes to meet with Bradshaw shortly to discuss the “significant contribution digital advertising makes to the UK economy”.