NSPCC names Mike Parker as marketing chief

Children's charity the NSPCC has hired ex-Channel 4 sales strategist Mike Parker as interim fundraising director to lead its consumer-facing marketing activity.

Mike Parker: joining NSPCC as marketing director
Mike Parker: joining NSPCC as marketing director

Parker, who takes up his role this week, replaces Paul Amadi, who left to become director of funding at Diabetes UK. While Amadi was at the NSPCC, the charity led a series of marketing drives focusing on its ChildLine helpline service.

The appointment comes as the NSPCC gears up for an adult-focused campaign, encouraging people concerned about the safety or welfare of children to contact the charity.

Parker left C4 last year after a 20-year tenure there. He became the broadcaster’s head of strategic sales and commercial marketing in 2000.

The NSPCC spends about £4m a year on advertising. It recently moved away from campaigns based on ‘shock tactics’ to encourage consumers to engage with the brand.

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