Merlin names marketer as first group creative director

Merlin Entertainments, owner of visitor attraction brands such as Legoland and Alton Towers, has recruited a former marketer to be its first group creative director.

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The newly created position sits within Merlin Magic Making, the support organisation set up earlier this year which brings together all of Merlin’s creative, production, site search and development teams.

Paul Moreton, currently general manager at UKTV leading the Gold and Watch channels, takes up the role in January 2012. He is a former Tussauds Group marketer and worked on the British Airways London Eye and the repositioning of Madame Tussauds as a global brand. The group was bought by Merlin in 2007.

Merlin Magic Making is headed by Merlin’s chief development officer, Mark Fisher, and is a six-strong team.

Fisher says: “Creativity and innovation is at the heart of our business, and increasingly will be what underpins Merlin’s continued growth and success. The new group creative director role is we believe crucial at this stage in Merlin’s development, and I am delighted that Paul has agreed to join us.

“His past experience, both in our sector and with our brands; combined with his understanding and expertise in television is an exceptional combination, and one which is perfectly aligned to our needs going forward.”

Merlin is split into three operating groups: Midway, resort theme parks; and Legoland parks.

The groups are organised geographically, such as Midway North America or Midway Europe and within each, there is a marketing team using tactical promotions for all the brands in that region. Above the geographic divisions, there is a brand marketing director for each attraction, for example Madame Tussauds or Sea Life.

Read Marketing Week’s profile of Merlin CEO Nick Varney here

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