Opie takes control of Five's marketing

Five's managing director of content Lisa Opie is to take direct control of the channel's marketing activity.

The channel's marketing services unit will be moved into the content division, effective immediately. The change follows the departure of Five's director of marketing Jane Scott earlier this month.

In another alteration, Five's marketing research function will be combined with sales to form a single department under the leadership of David Harrison, who serves as director of knowledge.

Opie said: "I'm really looking forward to bringing together Five's talented creatives across programming and on and off-air marketing to deliver a refreshed Five in 2008.

"Never has it been so important to align brand with content. As the market becomes increasingly crowded we have to ensure that our proposition and tone of voice are coherent and consistent."

Opie has prior experience in marketing; in her pre-Five role at Flextech, she was responsible for marketing and commercial management of Living, Living 2, Bravo, Trouble, Challenge and FTN.

Five's chief executive Jane Lighting said: "This strategy will bring real focus to our brand development and research ability as well as playing to our key strengths in terms of in-house expertise, experience and creativity."

Last Thursday, the channel reintroduced a permanent on-screen logo.