Simon Lloyd, the BBC's director of media engagement and marketing & audiences, today explained why the corporation is moving more than 70 staff from his department to MediaCityUK at Salford Quays.
Lloyd pledged that relocating the marketing and audiences team from London would "help bring the BBC closer and be more relevant to our audiences based across the North of England".
"We hope by being here we can serve our audiences across the country better - understanding what they want, what they like and dislike and helping them find, enjoy and interact with the content which they love," Lloyd wrote in a blog post.
He went on to insist that the BBC would tap into the rich pool of marketing talent that already exists in Manchester and the North.
"Being based in Salford Quays also gives us the opportunity to work with local agencies and recruit from creative talent pools to ensure we have the best and most creative workforce and helps us deliver our commitment to the North of England to build and develop a workforce in Salford that is among the best trained and most flexible in the media."
The BBC has already recruited former BJL director Charlotte Thompson as head of media and audience engagement, and ex-TBWA\Manchester account planner Martin Tapley as research manager for audiences in learning.
Lloyd concluded: "The BBC is only at the beginning of this journey but it's truly exciting for Marketing and Audiences to be playing such a key role in helping create a closer connection with audiences in the North."