Reuters lures AOL boss to head consumer push

Reuters has appointed AOL marketer Janet Scardino to the newly-created position of executive vice- president and global head of marketing for its media division.

Scardino, who was previously senior vice-president of international marketing for AOL, will be responsible for promoting the Reuters brand to news agencies and media companies around the world and also for building awareness of the Reuters brand among consumers.

She will report to president of Reuters Media Chris Ahearn.

Because of the increasing use of the internet and mobile phones, Reuters says it has moved beyond its traditional market of news agencies and media owners and is targeting consumers directly.

A Reuters spokeswoman says: “We plan to double the size of our media business over the next five years, and Janet’s appointment is key to that strategy. She has been brought in to market Reuters to media partners but also to consumers.” As yet, the spokeswoman adds, there are no details of the budget available.

In 2003, Reuters ran a &£15m corporate image-building campaign and last November it carried out its first brand advertising activity, aimed at encouraging consumers to access the Reuters website. Its marketing services roster includes M&C Saatchi and below the line agency Tequila London.

Before AOL, Scardino spent three years as managing director of the Disney Channel in Italy. Prior to that she worked at MTV Networks in New York for ten years. While there she was involved with launching MTV in several countries.

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