Sears given top comms job at EE and makes integration and brand growth his priorities

EE is promoting Mat Sears, currently director of PR and corporate comms, to director of comms as parent firm BT Group continues to restructure its recently purchased 4G operator.

Last week, EE announced that longstanding brand director Spencer McHugh would leave the business in July.

The takeover by BT, which completed in January, had already seen chief marketing officer Pippa Dunn depart - but BT seems intent on keeping the 4G brand largely intact.

The new promotion will see Sears take on additional responsibility for EE’s sponsorship strategy, internal comms and social media comms, and focus on integration. His combined comms team expands to 22 people.

"This shift will allow for even greater focus on integration of our sponsorship properties with PR and internal comms, with a particular focus on helping to grow EE reputation and brand. The focus is driving our 4G story through the partnerships and channels. Basic storytelling, really," he said.

Sears has been head of PR at EE since its launch in 2010, and was previously head of PR at Orange. He began his career at UK tech PR agency Firefly.

Sears’ reports in his new role now include Matt Stevenson, who runs EE’s Wembley Stadium partnership, and Magda Lojszczyk, who runs the Bafta and Glastonbury initiatives. Sears has also kicked off a search for a new head of internal comms.

"I will be reviewing the rest of the new team structure to ensure we can continue to be agile in our approach, while looking at new ways to tell our story. We’ll also be looking at how to continue to drive the EE brand into new territories, now we are part of the BT Group," he said.

EE uses Havas SE Cake for managing the experiential, hospitality, event production and strategy elements of its partnership activations. M&C Saatchi runs the PR elements of these sponsorships. For internal comms EE works with DRP, which helps produce major employee engagement events for the firm’s 10,000-plus employee base.

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