ViacomCBS appoints UK Marketing boss

Stephen Chapman's picture
by Stephen Chapman

ViacomCBS, the owner of brands, including Channel 5 and MTV, has appointed Anna Priest as Senior Vice President, Chief Marketing Officer for the UK.

She’ll report to Ben Frow, its UK Director of Programmes.

Priest joins from BBC Studios, where she was Brand Strategy and Marketing Consultant. She led the global launch of the new digital-first reboot of Top Gear with Andrew Flintoff and Paddy McGuinness.

Prior to that she was Launch Marketing Director of BritBox, she's also been Head of Marketing and Pictures at BBC Three, Comedy and Entertainment, and Head of Marketing for Comic Relief.

“I’m hugely excited to be joining the talented team at ViaComCBS at such a pivotal moment for the business,” she said.

“I can see many opportunities to build brand equity and share of voice, connecting audiences with the impressive slate of content across multiple platforms.”

Over the last 18 months, Channel 5 invested 35.5% of UK its UK commissioning budget with indies outside of London, with the vast majority heading to Yorkshire. This includes All Creatures Great and Small, which is set to return for a second series; The Yorkshire Vet and Springtime on the Farm.

Last month, it commissioned a 6-part thriller from Sally Lindsay and Sue Vincent, which is being co-produced by Liverpool’s Clapperboard and Saffron Cherry Productions in Manchester.

At Vicaom, Priest will lead VCN UK’s branding and marketing functions and have responsibility for shaping and implementing brand vision and strategy across VCN UK’s channel portfolio, in close partnership with the programming leadership team.

She will also establish an in-depth understanding of VCN UK’s audiences, analysing multi-platform viewing drivers and data insights, in order to develop and execute VCN UK’s overarching creative and marketing strategy.

“Anna’s deep understanding of high-impact marketing teamed with her impressive track record of successes within UK broadcasting make her an excellent addition to our programming leadership team,” stated Frow.

“She will play a key role in continuing to evolve and drive awareness of our house of iconic brands, and I am delighted to welcome her on board.”

In addition to Channel 5, ViacomCBS Networks UK is home to MTV, Nickelodeon, Comedy Central and free-to-air channels, BET and Paramount Network.

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