McCall steps up at The Guardian

Guardian Newspapers, became managing director designate this week and

will work alongside Marland until the latter steps down, after 24 years

with the newspaper group.

Marland said: ’This is a wonderful time for Carolyn to take up her new

position as we drive the business forward and accelerate development for

The Guardian, The Observer and our internet activities.’

McCall will be responsible for leading Guardian Newspapers through its

next phase of growth, which will see the creation of a business and a

brand development unit to expand The Guardian and The Observer

brands.

McCall said: ’We’ve got to be much more nimble and quick in making

decisions.’

She plans to launch an online site for The Observer and has renamed The

Guardian’s news site, News Unlimited, as Guardian Unlimited.

Guardian Unlimited, which boasts an increased marketing budget, is now

seeking a creative agency to handle its online and offline

advertising.

Partners BDDH, the creative agency for The Guardian, will be invited to

pitch alongside other agencies.

McCall said: ’The advertising for Guardian Unlimited will run primarily

on the web as well as across our print brands. I hope we go for agencies

who can demonstrate that medium effectively.’

McCall said she could not see Guardian Unlimited becoming part of a

joint venture or being floated as a separate company but believed that

there were other sectors such as film and media that could be split out.

She added: ’There are some really successful web businesses that are

separate and distinct from Guardian Unlimited.’

It is believed that Stuart Taylor, the deputy advertisement director for

Guardian Newspapers, will be promoted to advertising director.

A shortlist of candidates for the marketing director’s position has been

drawn up following the announcement that Stephen Palmer is set to join

Emap.

Headliner, p20.