LONDON, 1st November 2017: Today the British Association for Screen Entertainment (BASE), the Industry Trust for IP Awareness, & the Digital Entertainment Group Europe (DEGE) have announced two new fully integrated communication and marketing roles, with the official appointment of Mike Hird as the new Head of Communications and Marketing & James Gallagher as the new Senior Marketing Manager.
Speaking on both new appointments Liz Bales, Chief Executive, BASE and the Industry Trust said “Whilst each of BASE, Industry Trust and the DEGE have dedicated strategies and robust business plans, their overarching objectives overlap to the extent they seek to drive category growth and to promote legal consumption of our content. Approaching our challenges and opportunities via an integrated Communications and Marketing team will do much to enhance, reach and influence our projects in tandem with delivering cost and resource efficiencies. Ultimately improving value against our member investments.”
Hird replaces Andrea Ayre who in September of this year, after almost 3 years at BASE, the Industry Trust & DEGE moved to B&Q to head up their internal Communications Department. Hird will take full responsibility for the communications and marketing strategy of BASE, the Trust & DEGE, and heading up a newly restructured team which will work towards innovating all three of the organisations future comms. plans. Key objectives for Mike and the enhanced communications team will be to devise and implement creative marketing and communication initiatives, able to advance the screen entertainment category and reduce the impact of infringement.
Hird brings over 10 years PR experience from the film & home ent. market, having undertaken roles at DnA PR, Romley Davies and most recently Premier PR where he worked with Universal Pictures, Lionsgate, StudioCanal & Sony Pictures.
Hird will be the primary contact for the Marketing & Comms. team, leading the BASE Committee and directly overseeing James Gallagher, Andy Neilson and a yet to be appointed Communications Manager.
Speaking on his appointment Hird said: ““I’m looking forward to heading up the newly restructured communications team and bringing my 10 years of entertainment PR experience into the trade body sphere. I hope to bring a fresh approach to the role and, alongside BASE members and the wider industry, provide new and innovative ideas to help further champion our amazing industry. My aim moving into this role is to build on the already impressive strides taken to increase cross-industry synergy and to deepen the consumer’s relationship with all forms of screen entertainment.”
Gallagher joins the Industry Trust as Senior Marketing Manager to cover part of Sylvia Dick’s maternity leave. His key deliverables will include management of the Moments Worth Paying For, Movie Weekender, Must See Movies & Find Any Film projects and will be the primary point of contact for Industry Trust enquiries.
Gallagher comes to us after 3 years at Sony Pictures Home Entertainment where he previously held the position of Product Marketing Manager across catalogue and TV new release.
Speaking on his appointment Gallagher said: “I’m excited to be taking on this newly created central role within the industry, using all my experience gained from a studio side and bringing that into the Industry Trust. I look forward to developing the already stellar campaigns the Trust is involved in, including expanding the ‘FindAnyFilm’ platform & upcoming ‘Moments Worth Paying For’ campaigns.