Cable giant NTL has poached Coca-Cola’s head of sponsorship, Pippa
Dunn, to head up its own department as it increases its focus on
sponsorship as a key part of its marketing strategy.
The move coincides with the renewal of NTL’s sponsorship of Who Wants To
Be A Millionaire on ITV for two further series.
Dunn will be taking up her new role, with responsibility for NTL’s
pounds 10m sponsorship budget, on July 6, reporting to NTL’s group
marketing director, Mike Hounsell. She joined Coca-Cola in August 1995
and became head of sponsorship for all Coca-Cola GB brands in March
NTL will sponsor the next two series of ITV’s Who Wants To Be A
Millionaire, beginning in September and November. The company decided to
retain its sponsorship of the programme despite falling viewer figures
of the show, pointing out that 12.9 million households watched the last
series and spontaneous brand awareness for NTL jumped by 20%.
The company is involved in a number of sports sponsorship agreements
with Rangers FC, Celtic FC, Aston Villa FC, Newcastle United FC and
Middlesbrough FC, and expects to expand this area of marketing.
Dunn is the second Coca-Cola marketer to be lured to NTL. Bart Michels,
previously marketing manager on new brands at Coca-Cola, recently joined
the company as brand director.
Hounsell said: ’Our strategy is to continue to drive NTL’s brand
awareness and boost sales through the use of creative and innovative
sponsorships in line with our brand strategy.
This will be stepped up in the coming months following the appointments
of Bart and Pippa.’
This article was first published on Marketing