It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.
BBC Worldwide Australia has appointed Linda Deubel as its new director of brands and marketing.
Her promotion from the head of marketing for entertainment brands to the top marketing job follows the departure of current director of brands and marketing, Melissa Madden, who is heading to the UK in March for a global role at BBC Worldwide.
In a statement, the media company said Deubel will have responsibility for managing BBC Worldwide A/NZ’s marketing department, delivering marketing and brand management services cross channels, global brands and consumer products, program and advertising sales, digital and live events.
Her team is tasked with providing marketing, brand development, creative and consumer insight to the rest of the business, and extending the scope of BBC Worldwide’s brands in this region. Deubel will also work closely with the group’s A/NZ managing director, Jon Penn, and executive leadership team to drive business strategy and growth.
Deubel has been the head of marketing for entertainment brands for just four months, and was previously head of marketing for channel brands for two years. She has been with BBC Worldwide locally since 2009, joining as network communications manager. Her resume also includes stints with SBS and National Geographic Channel.
Among Deubel’s recent achievements was the launch of the BBC First premium channel in Australia and New Zealand, where she oversaw brand development and campaigns through to execution.
“Linda has a deep understanding and flair for our brands and I know that her bold approach will ensure that the BBC brand continues to stand out,” Penn said in a statement.
Deubel said she was thrilled with the opportunity to lead the brand and marketing strategy.
“I’m constantly inspired by the BBC’s content and I’m looking forward to engaging audiences with our premium brands in new and innovative ways,” she said.
Madden will now take on the role of senior vice-president of creative, category and content marketing for BBC Worldwide in London and will lead creative and marketing strategy globally.