Following a three-year deal extension for Big Brother, Viacom International Media Networks UK has announced plans for a rebrand of Channel 5.
The “creative rebranding” of VIMN UK’s flagship channel is set to take place this year, though few details are available. Joint London has been selected as strategic agency for the rebrand, which will be overseen by Kerry Taylor – who has now been appointed as VIMN UK’s first Chief Marketing Officer.
Beyond Kerry Taylor, Viacom has handed MTV UK marketing exec Jo Bacon an expanded brief which will see her assume responsibility for marketing at Channel 5. As part of her expanded role, she will lead the planning and execution of the rebrand, working closely with Director of Programmes Ben Frow and COO Paul Dunthorpe. Jo Bacon will report into Kerry Taylor.
The appointment of both Kerry Taylor and Jo Bacon come some six months after VIMN closed the deal to acquire Channel 5 from Richard Desmond’s Northern & Shell. In that time, C5 has seen some strong ratings growth, having increased its share of viewing amongst all individuals, 16-34s and ABC1s in 2014 and also year-to-date in 2015. It also comes as Ben Frow’s team is looking to expand their content offering to include home-grown comedy, drama and factual, in addition to US imports.
“Kerry is Viacom’s outstanding UK-based marketer and her and Jo’s appointment to oversee the rebrand of Channel 5 demonstrates how we’re combining the best talent and assets of both businesses”, said VIMN UK President David Lynn. “Their task will be to capture changing perceptions about the brand amongst lighter viewers as Channel 5 continues to improve programme range and quality and its ratings performance under Ben’s direction.”