Global Radio makes Pearman its group marketing director

Emma Bunton
Emma Bunton: Global Radio DJ

Global Radio has promoted Giles Pearman to the role of group director of marketing.

Pearman steps up from his role as group enterprises director and replaces Nicola Thomson, who is moving with her family to New York at the end of this month.

The former Unilever marketer will be responsible for marketing the radio group’s “seven pillar” brands, which include Heart, Capital, LBC and Classic FM, and will report to director of broadcasting, Richard Park.

Speaking to Marketing Week, Pearman says Global remains committed to marketing its portfolio of “very strong” radio brands despite the effects of economic downturn.

The radio group will launch new brand campaigns for 95.8 Capital FM, LBC and Classic FM later this year, he says, with an above-the-line campaign to support the final phase of the roll-out of the Heart brand, breaking on 22 June.

Global’s newest presenter, ex-Spice Girl Emma Bunton, will star in the campaign to promote the rebrand of 12 more stations in the south of England, which follows the 21 renamed earlier this year.

Pearman says the first two phases have so far been a success. He points to the 14% year-on-year increase in the first quarter seen by the first nine stations that rebranded, set out in the latest Rajar figures.

“People are attaching themselves to the brand very quickly,” he says.


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