The Greater London Authority (GLA) has hired London Tourist Board's communications chief as its first full-time director of communications, to oversee its advertising, marketing and PR.
Charlotte Rowe, who joins the GLA in January, will co-ordinate a pitch for its multi-million-pound ad business.
A single agency is likely to be hired to promote GLA policy to Londoners and raise awareness of the city both domestically and abroad.
The ad budget has yet to be decided, but Rowe said she will work closely with organisations such as her current employer and the London Chamber of Commerce to devise a strategy for promoting London.
The GLA last week unveiled a new logo created by Euro RSCG Wnek Gosper, the agency that handled Ken Livingstone's mayoral campaign, and brand consultancy Appetite (Marketing, November 30).
Rowe has spent three years as director (communications) at the London Tourist Board and Convention Bureau. She said: 'This is a fantastic opportunity.
The GLA offers Londoners the chance to express a voice for the first time in years. I will be working to ensure the GLA is seen to be functioning properly, and work with partners to promote the city.'
Rowe succeeds Mike Ricketts, who returns to the Cabinet Office after a spell on secondment at the GLA as interim communications director.
Her post at the GLA will be her first mainstream marketing job. Her career has previously primarily involved PR consultancy.
'Having worked at the London Tourist Board for three years, I have a fair idea of how the London brand is seen, and will be working to develop it,' she said.
'We will work on the marketing infrastructure to create a brand identity for the city itself. London is a city of diversity and a combination of the traditional and the modern.'
The GLA has an overall budget of about pounds 3.6bn, and has responsibilities in eight core areas, including transport, planning, the environment and police.