Jaine Sykes from as ITV joins as Executive Director, Media Strategy & Campaigning
LONDON, 27 2022 – Edelman, the global communications firm, has made further hires across the UK leadership team that deepens the firm’s media and trust advisory capabilities.
Jaine Sykes joins Edelman as Executive Director, Media Strategy & Campaigning where she will be responsible for leading Edelman UK’s community of media advisors and specialists who are responsible for delivering cutting-edge media strategies for clients. Jaine will partner with all teams and sectors across the UK business, working in lockstep with creative, planning, digital, and DxI to develop high-impact, channel-neutral media campaigns that connect with audiences in an authentic and purposeful way.
Jaine joins Edelman from ITV where she was Head of Digital Content and Viewer Engagement and oversaw strategy, digital platforms & CRM for ITV and its brands and programmes. Prior to this she was Commissioner & Exec Producer for the Daytime & Factual slates, overseeing digital productions teams for some of ITV's biggest and most well-loved commissions including This Morning, Loose Women & Good Morning Britain. Jaine also spent seven years working at the BBC where she held a number of roles including Digital Editor, where she was responsible for the BBC’s four TV channels, online and cross-device.
Jaine will join a cohort of senior advisors that have recently joined the firm including, Steve Van Riel and Rachel Healey Harris. Steve joins from Teneo as a senior strategy director and EMEA head of trust development and is focused on bolstering the firm’s trust advisory capabilities. Rachel, who was previously Sky News’s Business Editor, assumed the role of Senior Director, Head of Trust Communications Coaching, earlier in the year to lead Edelman’ c-suite communications coaching offer.
Justin Westcott, Chief Operating Officer, Edelman UK said:
“Jaine brings not just extensive experience and knowledge of the media but has deep expertise in engaging audiences across multiple platforms and channels. She’s a proven storyteller with strong digital and content strategy experience. Jaine adds another dimension to the counsel we offer our clients around navigating the fragmented media landscape and gaining cut through with their target audiences.”