Oxfam focuses on brand strategy

Anti-poverty charity Oxfam has restructured its international comms function in a bid to increase brand co-ordination among its 12 international members.

Management of Oxfam International's media and web teams will be transferred from international marketing co-ordination manager Sam O'Sullivan to a newly created brand and communication manager position. The new role will be filled by Oxfam International head of internet development Julia Flynn, and both will report to executive director Jeremy Hobbs.

O'Sullivan said her title will stay the same, but will  become a 'new marketing role', allowing her to focus on helping individual countries develop brand strategies.

'This will also allow us to develop our extranet, which helped co-ordinate information about the Asian tsunami,' said O'Sullivan. As the tsunami struck during a holiday, many offices were closed.

Flynn will take charge of a seven-strong web and media team – divided between the UK, US, Switzerland and Spain –  on 1 May.

Oxfam International is the charity's 'international secretariat' and works as an umbrella group to support the brand globally and help individual countries keep comms campaigns on message.

The charity had a spectacular 2005 and is keen to sustain the momentum generated by the Make Poverty History campaign and its part in the tsunami relief effort.

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