Viacom to Rebrand UK's Channel 5

Kerry Taylor

Viacom International Media Networks has named Kerry Taylor U.K. chief marketing officer to oversee the creative rebranding.

Viacom's Viacom International Media Networks said Thursday that it has named Kerry Taylor the first-ever chief marketing officer for its operations managed out of the U.K. Her first focus will be overseeing a creative rebranding of British broadcaster Channel 5, which Viacom acquired last year.

The company has also appointed Jo Bacon, MTV UK's vp marketing and communications, to take on additional responsibility for marketing at Channel 5. She will lead the planning and execution of the rebrand and report to Taylor.

They will work closely with Channel 5 COO Paul Dunthorne and program director Ben Frow on the rebrand effort, which is scheduled to be completed by the end of the year.

Said David Lynn, president of VIMN UK, Australia and Central and Eastern Europe: "Kerry is Viacom's outstanding U.K.-based marketer and her and Jo's appointment to oversee the rebrand of Channel 5 demonstrates how we're combining the best talent and assets of both businesses. Their task will be to capture changing perceptions about the brand amongst lighter viewers as Channel 5 continues to improve program range and quality and its ratings performance under Ben’s direction."

Taylor, who reports to Lynn, will additionally have marketing oversight of VIMN's pay-TV brands, Comedy Central, MTV, Nickelodeon, Paramount Channel, Spike and BET, in more than 30 countries.

Taylor was most recently in charge of the MTV brand outside the U.S. She first joined VIMN as vp marketing, creative and consumer press for MTV UK and Ireland in Sept. 2007.

Email: Georg.Szalai@THR.com
Twitter: @georgszalai

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