Viacom to Rebrand Channel 5

Viacom International Media Networks said Thursday that it has named Kerry Taylor the first-ever chief marketing officer for its operations managed out of the U.K. Her first focus will be overseeing a creative rebranding of British broadcaster Channel 5, which Viacom acquired last year.

The company has also appointed Jo Bacon, MTV UK’s vp, marketing and communications, to take on additional responsibility for marketing at Channel 5. She will lead the planning and execution of the rebrand and report to Taylor.

They will work closely with Channel 5’ COO Paul Dunthorne and programme director Ben Frow on the rebrand effort, which is scheduled to be completed by the end of the year.

David Lynn, president of VIMN UK, Australia and Central and Eastern Europe said: “Kerry is Viacom’s outstanding U.K.-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.
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.”