ABC appoints Jo Mullaley as head of marketing for ABC Television

Jo Mullhaley Jo Mullaley has been appointed head of marketing for ABC Television, taking on the role from Diana Costantini who moves to head up a newly formed internal creative services agency.

Mullaley, who has previously worked at Foxtel and Austar, will now move across to report to Leisa Bacon, director of audience and marketing.

“I am very excited to be welcoming Jo into the ABC TV Head of Marketing role,” says Bacon. “She brings with her a wealth of industry experience, and will be a key contributor both to the TV Division and the ABC Audience and Marketing team, as we continue to evolve both our broadcast TV and digital platforms in a transforming media environment.”

The move comes on the same day the ABC sought to downplay how much it spent on its marketing budget issuing a statement arguing a Fairfax report on its Facebook spending was wrong. 

“A report in Fairfax Media, ‘ABC increases spending on advertising by 40 per cent’, contains a number of inaccuracies concerning the ABC’s marketing strategy,” said the statement.

“In 2014, the ABC has spent less than $9000 on Facebook advertising for news content, a minuscule amount compared to other organisations active in this space. In fact, the reports that have generated the most traffic on the ABC News’s Facebook page have required no ad spend at all.”

Fairfax Media had reported that the marketing budget of the ABC was up 40 per cent for more than $11m, despite recent government cutbacks to funding.

“The figures contained in the 2013/2014 annual report reflect the total amount spent by the Corporation across all of its advertising, marketing and audience research requirements. This budget supports a range of platforms unrivaled by other Australian media outlets – five television channels, 67 local and national radio services and a raft of online services,” said the ABC.

Mullaley will start in the role on November 24.

Nic Christensen 


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