ITV’s Hill joins CMA as managing director

Experienced entertainment marketer Claire Hill joins trade body to boost visibility of content marketing among brands.


The Content Marketing Association (CMA), which partners with Marketing Week on content marketing issues, has appointed ITV’s Claire Hill as managing director. Hill, who markets ITV’s Home Entertainment products, is hoping to attract a greater diversity of members to the CMA in a drive to champion content marketing as an important part of brand activity in 2013.

Hill takes up the post of managing director at the CMA with 12 years media and marketing experience, largely in the entertainment sector. Before taking up her role managing the sales and marketing for ITV’s Home Entertainment, she was commercial director at the broadcasting brand. She also previously held roles at film and production company Anchor Bay Entertainment and Universal Pictures.

“It represents an industry at the forefront of consumer engagement,” says Hill of the CMA, which rebranded itself last year from the Association of Publishing Agencies (APA) to better reflect the mix of media now used in content marketing, including social media, microsites and branded TV, as well as traditional customer magazines.



Case study: Patagonia’s ‘Don’t buy this jacket’ campaign

Josie Allchin

Outdoor clothing manufacturer Patagonia was founded by climbing enthusiast Yvon Chouinard in 1973 and is using a marketing strategy which could be thought of as being part nudge, part shock tactics. The company initially made climbing equipment but changed its philosophy to focus on environmentally-sound products after Chouinard realised his climbing tools were causing damage to rocky cliff faces.


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