Magazine article Marketing

Baby Channel Poaches Ogilvy Planner

Magazine article Marketing

Baby Channel Poaches Ogilvy Planner

Article excerpt

The Baby Channel, the digital TV and internet parenting service backed by former Observer editor Donald Trelford, has poached Michele O'Neill, Ogilvy's global planning director for the Unilever account, to be its first marketing director.

Reporting to chief executive Leon Hawthorne, O'Neill will be responsible for launching and establishing The Baby Channel as a lifestage brand to both consumers and advertisers.

The Baby Channel's web site is due to go live in the autumn, while the TV channel is expected to launch across all digital TV platforms next year.

In addition, as a director of The Baby Channel, O'Neill will also help decide corporate policy, including the future development of the company.

One of her first tasks will be to appoint an agency to handle an integrated communications campaigns for the channel, including above-the-line, PR and online elements. O'Neill refused to disclose the marketing budget but said she was looking for an agency with a "less traditional approach".

While sales for the channel will be handled by Granada Media Sales, O'Neill will also play an important role in promoting the Baby Channel as an advertising/sponsorship vehicle to large and smaller advertisers. …

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