UKTV eyes better audience insights after appointing first CMO

UKTV has tasked Zoe Clapp, its first ever chief marketing and communications officer, to better understand its audience.

The multi-channel broadcaster, jointly owned by BBC Worldwide and Scripps Networks Interactive, previously only had a marketing director Simon Michaelides. Michaelides was marketing director until January 2016 when he became chief commercial officer.

Clapp's appointment marks the first time there is a position that has combined marketing and communications. She has been tasked with leading the 85-strong marketing and communication team, and working closely with controller, Emma Tennant to grow the viewership and reputation of UKTV’s network of brands.

In addition to her prior remit overseeing communications, Clapp will also take responsibility for UKTV’s creative, digital, marketing and media departments.

At the heart of Clapp’s objectives in her new role is understanding UKTV’s viewers, so the broadcaster can create more content that will resonate with its audience.

Clapp told The Drum the broadcaster is “heading into its next ambitious phase”, and the strength of its “valuable portfolio of brands” has never been more important.

"We’re at a point where it feels like anything is possible and my job is to ensure we reach our fullest potential" she added.

Clapp will also oversee UKTV’s in-house production facility, managed by post-production house The Farm, which creates over 2,500 on-air promos and 700 pieces of navigational content a year. She will also be accountable for agency relationships with Edelman, Joint, Mmmultiply and Rocket (Omnicom Media Group).

UKTV’s chief executive Darren Childs said the role was created to “strengthen UKTV’s position as a vibrant challenger in the UK market and to ensure the company’s continued strong growth”.

On the combination of the marketing and communication strands into one role, Clapp said: “Collaboration is such an important part of our business, and I’m sure the route of much of our success. Taking down some of the silos of paid, owned and earned media results in better work, and integrated campaigns that are more effective and impactful.”

Clapp first joined UKTV in 2005 and became communications director in 2012. She will continue to report to chief executive, Darren Childs and serve on the executive board for UKTV.

UKTV recently celebrated its most successful year, with record viewing share putting the broadcaster ahead of Channel 5’s portfolio and all of Sky’s wholly owned channels for the first time.

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