British Heart Foundation marketing chief goes to Eli Lilly

The British Heart Foundation (BHF) is searching for a new head of marketing as it prepares to launch its first branding campaign.

BHF director of communications Maxine Smith is leaving the position she has held for four and a half years to join pharmaceutical company Eli Lilly at the end of the year.

Smith has planned a new press advertising campaign to launch in the new year focusing on the charity as a brand: “We have already started trying to bring the brand to life but there are still a lot people who don’t know about us,” says Smith.

The charity wants to highlight its role as a provider of information and education resources, support groups and a network of volunteers offering practical help. It also wants to raise awareness of its fundraising role, the proceeds of which go towards the cost of research and financial support for sufferers of heart disease.

Smith launched a TV campaign through Abbott Mead Vickers. BBDO in the spring, focusing on heart disease prevention. TV advertising will continue next year.

The new director of communications will be in charge of an advertising and public relations budget of £3m, which, according to Smith, is set to increase.

The successful candidate will be in charge of a team of 14 and be responsible for the development of the BHF brand across the medical, fundraising, retail and corporate sectors.

The newly appointed director of communications will report to BHF Director General Leslie Busk.


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