Meet Nick Mills, Racing UK

Brand responsible for?
Racing UK.

What are your main priorities over the next 12 months?
To continue to increase our residential and commercial subscriber base, develop new online commercial revenue and attract new advertising and sponsors to the channel.

Has the recession had an impact on your advertising campaigns?
Following the demise of Setanta, Racing UK reverted to a stand-alone channel and focused on specifically attracting racing fans, which has led to a more targeted approach to media and a 10% reduction in budget.

Agencies used?
BPL and Gravity.

What has been your most enjoyable campaign to date?
In 2007, we ran a Frankie Dettori promotion. The jockey had never won the Derby, so we offered a year's free subscription - if Dettori was successful - to anyone who subscribed prior to the race. He duly won and it cost us thousands, but we garnered a lot of good PR and the majority renewed the following year.

How has your career background prepared you for your current role?
Working in mail order and  for Royal Mail provided me with the right grounding for customer relationship management and direct marketing, and working for Coral bookmakers meant I was fully equipped to work in the racing industry.

This article was first published on mediaweek.co.uk