Magliano to head easyJet marketing

EasyJet will appoint Go sales and marketing director David Magliano to its top marketing position, when the &£374m buyout of its rival airline is complete (MW May 9).

At present, commercial director Mike Cooper heads EasyJet’s marketing. He will take on the new role of director of business development, overseeing the merger of the two companies, as well as future strategy.

Go director of customer services Dominic Paul will also move to the company, retaining his title and taking over responsibilities previously handled by Cooper.

Under the new structure, easyJet head of marketing Alistair Buckle will report to Magliano.

Magliano’s appointment could see a change in marketing strategy at easyJet. So far, the company has created all its advertising in house. Magliano has an agency background, having worked both at Ogilvy & Mather and HHCL & Partners.

All agency relationships are likely to be reviewed. Go’s advertising is created by HHCL. Media buying for easyJet is handled by BBJ Media, while Optimedia is Go’s incumbent.

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