The Government’s flagship trade and cultural promotion campaign has promoted the executive who led the successful rebranding of the GREAT initiative to spearhead the whole department, following a rigorous recruitment process involving hundreds of candidates.
Deputy director Kate Taylor Tett has been handed the top role of director, succeeding Andy Pike who resigned in May and left the post in September.
She will be responsible for overseeing the development and implementation of the GREAT campaign which promotes the UK as a world-leading destination for business, tourism and education in over 150 countries. It is focused on driving economic growth across the nation by encouraging international audiences to visit, study, trade, invest, live and work in the UK.
Prior to joining GREAT in 2020, Taylor Tett was marketing director at House of Fraser and also spent ten years at AMV BBDO.
Central to Taylor Tett’s vision for GREAT is strengthening and expanding the campaign’s partnerships with organisations and individuals from across the private sector, to help promote the very best of the UK.
The campaign has previously partnered with the likes of the BBC, British Airways, the Premier League, Universal Music and Darktrace as well as a host of small businesses and high profile individuals.
Commenting on her appointment, Taylor Tett said: “I am honoured to have been chosen as the director of GREAT. It has never been more important to project a consistent and compelling image of the UK on the world stage.
“As part of my vision for the campaign, I’m keen we work closely with more private sector partners to showcase the full breadth of creativity and innovation the UK has to offer. I urge individuals and companies to get involved, join the campaign and help us to encourage the world to ‘see things differently’.”
Ewan Venters, chair of the GREAT Private Sector Council and a member of the selection committee, added: “GREAT is a proven national success story consistently delivering an astonishing ROI of 15:1 and punching above its weight on the world stage. Kate’s experience both in the private sector and government equips her well to navigate the challenges and opportunities that lie ahead for the GREAT campaign and ensure its continuing success.”
The department’s most recent campaign launched during the Rugby World Cup in France. Devised by Unlimited and Pablo the push positioned the UK as ‘Les Royaume Des Audacieux’ (The Audacious Kingdom), a nation of non-conformist creators, trend-setters and innovators, who defy the status quo in art and culture, music, sport, technology, fashion and business.
Related stories
Unlimited and Pablo triumph again in £22m Govt win
Ad industry exports rise 15.5% to reach record £15.6bn
Industry exports rocket 32.5% to reach record £15bn
Government backs ad industry trade mission to SXSW
Industry joins initiative to push £11.7bn exports market
Cannes trade mission unveils ‘best of UK’ campaign
