A MASSIVE upheaval is in process at BT following the exit of divisional managing directors Rupert Gavin and Peter Erskine. High on group managing director Bill Cockburn’s list is a major overhaul of the marketing structure - seemingly pulling in opposite directions in recent months. Cockburn is said to favour a return to the centralised co-ordination of marketing activity- a policy that went to the wall last year when BT disbanded its centralised customer communications unit. BT has since been criticised for failing to deliver a consistent message across its many brands and four divisions - business, consumer, global and corporate. The telecoms giant is currently striving to balance its central communications strategy with separate (and sometimes opposing) business goals. Insiders say that a new unified marketing division is being formed, with a single managing director and marketing director. Cockburn is thought likely to assume the former role and a number of BT’s top marketing brass are jockeying for position for the latter job.
© Copyright 2017
All rights reserved including database rights. This electronic file is for the personal use of authorised users based at the subscribing company's office location. It may not be reproduced, posted on intranets, extranets or the internet, e-mailed, archived or shared electronically either within the purchaser's organisation or externally without express written permission from WARC.