Discovery marketing boss leaves channel

Discovery UK marketing director Alanna Carty is leaving after seven years at the company. It is not known whether she has a job to go.

A spokeswoman for the company said that Carty’s departure on Friday (April 16) is by “mutual agreement” and follows a change in the way its nine channels will be marketed.

More responsibility will be passed to the four channel directors: Katy Thorogood, who looks after the Discovery Channel as well as the Science, Travel and Adventure and Civilisation channels; Eliza Burrows, who oversees Animal Planet, Discovery Kids and Discovery Wings; Paul Welling, who has Discovery Home and Leisure; and Clare Laycock, who is responsible for Discovery Health. However, UK marketing manager Lisa Crabb will retain some responsibility for marketing.

Discovery has not used an advertising agency since reviewing out of Hooper Glaton in 2002 to take its advertising in house. Last year, it began a branding campaign in the UK that introduced the line “Got to know”, which plays on people’s childlike curiosity and inquisitive nature.

The campaign promoted forthcoming shows and used ambient media, including screens at London stations and in bars, as well as cinema, print and online ads. It was the company’s first brand strapline since “Explore Your World”.


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