RSPB shakes up marketing department

The Royal Society for the Protection of Birds (RSPB) has promoted strategic co-ordinator Karen Rothwell to the position of marketing director.

Rothwell replaces Frances Hurst, who left last month to go travelling.

Rothwell joined the charity in 1988 to work on its direct marketing campaigns. She previously worked in business-to-business marketing and hopes to create a better profile for the RSPB.

She says: “The RSPB is poised for great things. It has a good team and a great cause. I hope to see a much better focus for the charity.”

Last year the RSPB moved its &£4m direct marketing account to Lion, formerly Burnett Associates, from WWAV Rapp Collins, which had held the account for over 12 years.

During Hurst’s tenure, membership for the society has increased from 820,000 to more than 1 million. Members account for 80 per cent of the funding for the charity.

Last year the RSPB was asked to comment on complaints against an ad for energy drink Red Devil, which featured footballer Vinnie Jones encouraging a robin to smash into a window.

The charity said it was unlikely any bird was hurt in the making of the campaign and made no comment on whether the ads might encourage people to hurt birds.

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