Channel 5 has hired David Pullan, vice-president of marketing and
digital channels at MTV Networks, UK and Ireland, as its director of
marketing and communications.
Pullan starts in the New Year, filling the post vacated by Jim Hytner,
who joined ITV two months ago as marketing and commercial director.
Pullan will have responsibility for all consumer and trade marketing,
press and public relations, on-air promotions, strategic planning and
Pullan joined MTV in 1999 as vice-president, marketing, communications
and On Air. He was promoted to his current role, overseeing marketing
for the seven MTV networks in the UK and Ireland, in June 2000.
He joined MTV from BMG Entertainment UK, where he was latterly marketing
director of Deconstruction Records. Prior to that, Pullan was a business
analyst at McKinsey & Company.
Pullan said it was too soon to comment on reports that chief executive
Dawn Airey planned to take Channel 5 more upmarket.
But he said he thought there were a "lot of false perceptions" about the
station, not helped by the Daily Mail's constant berating of its
According to the IPA, Channel 5 recorded a 5.9% share of viewing for the
third quarter of 2001, up from 5.7% and 5.5% for the previous two
Pullan added that Channel 5 now needed to solidify its market position
but conceded that the next 2% or 3% would be "difficult to steal" in
light of the media fragmentation and the resurgence of BBC1.
Channel 5 has used Walsh Trott Chick Smith as its creative agency for
three years and in August appointed the McCann-Erickson youth division
Magic Hat to produce a through-the-line campaign for its summer
roadshow, 5 Gets Out of its Box.