Magazine article Marketing

New Marketer of the Year 2001: This Year's Finalists Showed the Standard of Younger Marketers Continues to Be High. (Analysis)

Magazine article Marketing

New Marketer of the Year 2001: This Year's Finalists Showed the Standard of Younger Marketers Continues to Be High. (Analysis)

Article excerpt

Despite testing times, the marketing profession continues to generate new waves of promising talent.

This year's New Marketer of the Year award received twice as many entries as last year. Nine finalists were selected, all impressive marketers aged under 35 from companies in the FMCG, retail, TV and internet sectors. They underwent a gruelling process of filling in entry forms, writing essays and making presentations to the judges.

The winner, Channel 4's Dan Brooke, receives an executive development training programme at the European business school INSEAD and a weekend for two in Paris, including [pounds sterling]100 spending money. He will also address The Marketing Society's annual conference today (November2l). The two runners-up each receive a weekend in Paris. Unilever again sponsored the awards and supplied the prizes, with support from INSEAD.

The winners were deemed to be those contenders who made the most direct contribution toward something truly innovative.

Although the award is in only its third year, Brooke joins an impressive roll call. Last year's winner was Clodagh Ward, then general manager of European condiments at HJ Heinz, with the highly successful relaunch of Heinz Salad Cream.

In 1999, the award went to NSPCC head of marketing Marian Rose, who was instrumental in the society's Full Stop campaign against child abuse.

The judges were: Keith Weed, chairman of Lever Faberge; Claire Whitaker, international music producer at Serious; Raoul Pinnell, vide-president global brands and communications at Shell International; Alex Kovach, managing director of Lycos; Andy Pickles, deputy chairman of The Music Factory; Sara Weller, deputy managing director and marketing director at Sainsbury's; and Craig Smith, editor of Marketing.


Dan Brooke, deputy managing director, digital and pay TV, Channel 4

Dan Brooke won for his contribution to developing, marketing and launching E4, Channel 4's new digital entertainment channel.

Two years ago, he was charged with increasing Channel 4's relevance in the new digital world. His task was to sustain C4's audience share in digital homes, enhance C4's brand reputation and, moreover, to deliver a healthy financial return.

Brooke spotted a gap in the market for an entertainment channel with high-class 'first-run' programming and quality original production.

"The idea was to be more intelligent and British than Sky One, and considerably fresher than UK Gold," says Brooke.

It was to be modelled on C4's successful Friday night schedule, with 'blue-chip' US shows delivering the audience volume and cutting-edge commissions driving the attitude of the brand.

Brooke and his team realised that the gap in the market was smaller than for C4's initial foray into pay TV -- FilmFour -- but saw that entertainment was the most watched genre in multi-channel homes, above sport and movies.

"C4's young, upmarket viewers were over-represented but under-targeted," he says. "Sky One and UK Gold had strong young and old audiences respectively, but were both downmarket."

Brooke talked to key players in digital TV and found that advertisers would welcome a well-funded channel with 'muscular' programmes delivering a big audience of young, upmarket adults.

"We gambled by going big," Brooke says. "We realised we needed carriage on Sky Digital, which also owned Sky One. But the 04 board bought the idea. We spent the next 12 months piecing the channel together, securing distribution and selling the package to advertisers. …

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