PDSA appoints Mike Crossley marketing director

by Becky Wilkerson, marketingmagazine.co.uk 15-Jan-09, 09:52

LONDON - PDSA, the UK's leading veterinary charity, has appointed Mike Crossley as its top marketer.

Crossley takes over from Jon Bodenham, who left PDSA last June. The incoming marketer has twice worked at the charity on secondment and joins from Cheltenham-based not-for-profit agency Tangible Response.

As he takes the marketing reins, Crossley sees his biggest challenge as generating new sources of income, particularly through corporate partnerships; he aims to raise about £50m to fund PDSA PetAid services. He will also build on the charity's traditional direct marketing programme.

PDSA cares for more than 350,000 pet patients every year, a service costing more than £48m. The charity is funded entirely by public support - mainly through donations, gifts in wills and trading.