The incoming director general of the BBC has appointed former Labour Party culture minister James Purnell to a top role overseeing communications and strategy.
Tony Hall has hired Purnell as director of strategy and digital. His remit will include running the strategy, digital, communications, policy, public affairs, marketing, and audiences divisions.
PRWeek UK understands that he will be brought in above Paul Mylrea, who was director of communications but had his role changed in September to director of public affairs.
In an email to staff, Hall said the appointments were part of helping “deliver a new strategy and creative vision” for the broadcaster.
He said that the appointment of Purnell to the new role was a key part of putting “a big emphasis on what we want the future role of the BBC to be.”
“Thinking about future media is critical to the BBC, and so joining that up with our strategic thinking should help us define the most powerful possible case for public service broadcasting,” he added.
Purnell, who will sit on the broadcaster's executive board, is now a senior producer at Rare Day and adviser to the Boston Consulting Group.
He served in the Labour government as Secretary of State for Culture, Media, and Sport from 2007, becoming Work and Pensions Secretary in early 2008.
Purnell stepped down from the Labour front benches in June 2009 after criticizing the leadership of then-Prime Minister Gordon Brown. He left parliament in 2010 after deciding against contesting his Stalybridge and Hyde seat at the general election.
In 2010, Purnell held talks with a number of PR agencies before assuming his roles at Rare Day and Boston Consulting.
Before becoming an MP in 2001, he worked at the BBC as head of corporate planning from 1995 to 1997.
Hall, who will join the organization in April, has also made a number of other senior appointments ahead of his arrival.
These include Helen Boaden being named director of radio (formerly audio and music) and acting director general Tim Davie becoming director of global and CEO of BBC worldwide.
This story originally appeared on the website of PRWeek UK, the sister publication of PRWeek at Haymarket Media.