Penguin Children's Division has appointed HMV group marketing director Graham Sim to the role of creative director.
Sim will start at Penguin on 4th July, and will report into Penguin UK c.e.o. Tom Weldon and Penguin Children's m.d. Francesca Dow.
His role will entail leading the children's marketing and publicity team, working with editorial departments on brand strategy for the division. He will also be working to "forge new relationships with readers and explore new business models", additionally taking on a wider brief across Penguin "working on the company's new transmedia strategies".
While at HMV, Sim developed Waterstone's "Feel Every Word" brand strategy, as well as HMV's "Get Closer", and set up the "purehmv" loyalty scheme and its "My Inspiration" advertising campaign.
Before joining HMV, he was group marketing director for Monsoon and Accessorize, and he has also held senior marketing positions at Jaeger, Viyella, Mulberry and Clarks Shoes.
Sim said: "I have three main passions in life–books, music and design and having enjoyed a wonderfully rewarding time at HMV and Waterstone's, where I've had the pleasure of working with iconic brands and great people, I am really looking forward to the prospect of joining Penguin, which has its own incredibly rich heritage."
Penguin c.e.o. Tom Weldon added: "As the number one children's publisher, we are focusing our investment in the next few years to grow this part of our business in an innovative and exciting transmedia way. A critical part of this strategy is the appointment of Graham Sim as our new children's creative director.
"His rich experience with well-known brands . . . will provide us with sophisticated expertise in a wide range of areas including author branding, licensing, digital marketing, social media, CRM management, consumer analytics, e-commerce and new business models. With Graham's help, Penguin UK aims to transform children's publishing."
Dow added that Sim will bring "fresh ambition and learning to the division".
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