BBC to strengthen marketing in the Nations and Regions

A strengthened marketing strategy for the BBC's Nations and Regions has been unveiled by the BBC's Director of Marketing and Communications, Andy Duncan.
Following a review of marketing needs and resources in the Nations and Regions - led by Andy Duncan and Pat Loughrey (Director, Nations and Regions) - the BBC aim to achieve a step change in the impact of their marketing activity in all parts of the UK, strengthening campaigns for both local and network programming.
Changes will include creating a new senior strategic marketing post for the Nations and Regions, increasing marketing firepower in the English Regions and creating a new audience research team, focusing on the different needs, perspectives and viewing habits of audiences in different parts of the UK.
Andy Duncan said: "We've systematically strengthened BBC marketing activity in the past two years.
"Now the challenge is to ensure that we have greater flexibility and the right firepower in place to achieve maximum impact in all the different marketplaces across the UK."
Pat Loughrey said: "The BBC has a unique connection with audiences everywhere through our programme teams based in all parts of the UK.
"It's vital that our marketing has effective strategies for reaching all of these audiences."
(GB)