UK publishing house Penguin has tapped marketing exec Graham Sim to serve as the creative director for its Children’s division.
Formerly group marketing director for retailer HMV, Sim will lead the children’s marketing and publicity team and will work closely with editorial colleagues on brand strategy for the division.
Exploring new business models to consolidate Penguin Children’s position in a fast-changing media landscape is also part of his remit, and Sim will take on a wider brief across Penguin working on the company’s new transmedia strategies.
Branding, digital marketing, social media, CRM management, consumer analytics, e-commerce and licensing are key areas of focus for Sim. In fact, Penguin’s licensing business has become increasingly significant for the company, with a 17% growth in 2010 thanks in part to partnerships with new social networking brands such as Moshi Monsters and Club Penguin. In February, Penguin Children’s created a Media and Entertainment group to focus more intently on the licensing business.
Sim starts the job on July 4.