Shelley Macintyre will exchange former CEO of manufacturers and licensing Nicki Sheard who joins vogue model Me+Em as chief industrial officer.
BBC Studios has promoted the model’s lead marketer Shelley Macintyre to interim CEO of manufacturers and licensing as its former CEO Nicki Sheard heads to luxurious vogue model Me+Em.
From 1 December, Sheard will change into chief industrial officer of Me+Em after virtually six years at BBC Studios and over a 12 months as CEO of the manufacturers and licensing division.
BBC Studios has promoted the model’s lead marketer Shelley Macintyre to interim CEO of manufacturers and licensing – as its former CEO Nicki Sheard heads to luxurious vogue model Me+Em.
From 1 December, Sheard will change into chief industrial officer of Me+Em after virtually six years at BBC Studios and over a 12 months as CEO of the manufacturers and licensing division.
Macintyre, who joined BBC Studios in July final 12 months as senior vice chairman of worldwide advertising, will transfer into the interim CEO function for the division to “proceed to develop the cultural and industrial energy” of its model IP, in line with her LinkedIn submit.
Within the meantime, BBC Studio’s vice chairman of name and advertising and strategic initiatives, Chris Aylott, will exchange Macintyre, additionally in an interim capability.BBC Studios’ Nicki Sheard on her transition from CMO to CEO
BBC Studios is a industrial subsidiary of the BBC. It creates and produces content material that’s distributed the world over. It doesn’t obtain public funding however is liable for producing income and income that are returned to the BBC to assist the licence payment.
Previous to becoming a member of BBC Studios, Macintyre was normal supervisor and CMO of Allplants.
Talking with Advertising and marketing Week earlier this 12 months, she mentioned the long-term ambition for BBC Studio’s largest model, Bluey, to have 100% consciousness and change into “the following Mickey Mouse”.
“We’re seven years in, however we need to construct a model for the following 20 to 30 years,” she mentioned. “We have to continuously make certain we’re authoring the technique to hold it well timed, whereas additionally making certain these foundations are actually robust, in order that we will have that longer-term affect in tradition and in commercials.”‘The subsequent Mickey Mouse’: Why BBC Studios is realigning to drive Bluey’s subsequent stage of progress
In the meantime, Sheard introduced her departure from BBC Studios final week. She has been liable for main the interior transition from a genre-led method, the place groups are divided into exhibits relying on sort, reminiscent of scripted and factual content material, towards a brand-led technique.
This shift created devoted groups for properties like Bluey in addition to Physician Who and Strictly Come Dancing.
She was additionally liable for overseeing BBC Studios’ international digital manufacturers, new enterprise and advertising, branding, information and insights groups, digital and bodily publishing, music publishing and licensing, stay occasions, gaming and the metaverse.
