Mike Phillips, Managing Director International Television, BBC Worldwide, announced today the appointment of Alix Tidmarsh as Marketing Director, BBC Worldwide.
To date, Alix has headed the company's Intellectual Property Management (IPM) unit responsible for the marketing of factual programmes. That unit will now be merged with the Marketing Services department under Farhana Gani to create an integrated, full service marketing operation for BBC Worldwide. Farhana will report to Alix with the new title of Head of Creative Services.
Reporting to Mike, Alix and her team will act as the company's central marketing hub, facilitating company-wide marketing projects, and expanding to include all non-children's TV and consumer-publishing related projects and will help shape the company’s investment strategy.
The team will continue to account manage the BBC specialist factual departments, working with producers and BBC Marketing and Communications to develop programming with a global multi-media potential and coordinating and managing the global exploitation of those brands across media. The team will continue to develop and manage special projects such as the feature film, Deep Blue and the forthcoming Planet Earth movie, bringing the BBC brand to new audiences.
"The role brings, for the first time, our strategic market planning and the creative execution of campaigns together under a single management, with a clear remit that will be more easily understood by our partners in the BBC and in the wider production community," said Mike Phillips.
"Alix’s experience and skills are perfect to further develop our marketing strategy and bringing the strategy team together with our highly regarded Creative Services team will enhance our world class capability."
Alix joined BBC Worldwide in 1998 as Brand Manager for the BBC Natural History Unit. In her role as Director of IPM - Factual, she developed the role of marketing factual landmark series on a global basis.
Alix managed the global marketing of a wide range of successful and award-winning brands including The Human Body, Walking with Dinosaurs, The Blue Planet and David Attenborough's Life of Mammals. She was also responsible for managing international research programmes to provide global consumer insights and strategic marketing support to the Production process.
Two major highlights were the funding and marketing of the successful IMAX film version of The Human Body, and the funding and co-production of the international hit feature documentary, Deep Blue, a spin-off from the TV series The Blue Planet. Deep Blue has been a remarkable global success with distribution in 15 countries to date.
Children's marketing continues to be headed by Helen McAleer, Director of Children's.