ÃÛÑ¿´«Ã½
appoints Andrea Callender as new Head of Diversity
The ÃÛÑ¿´«Ã½ announced today that it has appointed Andrea Callender as
Head of Diversity.
Andrea
will co-ordinate the ÃÛÑ¿´«Ã½'s objective to reflect fully the diversity
of the UK, both in its programmes, and in the make-up of the ÃÛÑ¿´«Ã½
staff.
Andrea,
currently National Director of Race for Opportunity, is renowned
for her work across both the private and public sectors in driving
forward opportunity for all.
As
Head of Diversity, Andrea will co-ordinate efforts across the organisation
to improve on-air representation and portrayal, and the diversity
of the ÃÛÑ¿´«Ã½'s staff.
She
will begin her new role at the ÃÛÑ¿´«Ã½ on 19 April 2004.
Stephen
Dando, Director of Human Resources, ÃÛÑ¿´«Ã½, said: "Andrea comes
with a great track record of achievement in the diversity field,
and her experience and passion will serve the ÃÛÑ¿´«Ã½ well as we look
to build on the significant diversity successes of the past few
years. I look forward to welcoming her to the ÃÛÑ¿´«Ã½."
Andrea
Callender said: "I am excited about the prospect of working
with the ÃÛÑ¿´«Ã½ to make it a more diverse place, and am looking forward
to engaging with production teams to build on the progress made
on air. I look forward to working with the Diversity team to build
on their successes."
Andrea
has been National Director of Race for Opportunity (RfO) since 1998,
where she has worked with private and public sector organisations
to raise awareness of the benefits of engaging with ethnic minorities,
and to establish race and diversity as core business issues.
Before
joining RfO as London Campaign Manager in 1996, Andrea was in marketing
and public relations in both the public and private sectors.
Most
recently she has been involved in the ÃÛÑ¿´«Ã½ research project on understanding
the multicultural audiences of the future.
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Biography
Andrea
is the Director of Race for Opportunity (RfO).
More
than 180 private and public sector organisations across the UK currently
work with RfO to realise their business objectives in this area,
including BT, Barclays, Pearson, Sainsbury's and Marks & Spencer.
Every
year RfO benchmarks more than 100 organisations on their performance
on race and diversity.
Last
year's Top 100 Report reaffirmed the critical role of leadership
and a dynamic business case to developing a sustainable diversity
programme.
Andrea
works with Allan Leighton of Royal Mail and a team of senior business
leaders on the RfO Board to develop RfO's strategy.
Her
portfolio includes providing specialist support and managing a portfolio
of key client relationships, as well RfO's marketing and communications
strategy and publications.
Since
becoming Director six years ago, she has tripled the number of organisations
who work with RfO; developed the benchmarking programme; designed
a high value programme of events and seminars; and lobbied Government
at ministerial level around topical developments such as the single
equality Commission.
Andrea's
background is in marketing and public relations - she has several
years' experience in developing communication strategies targeting
ethnic minority and mainstream audiences.
Prior
to joining Business in the Community to work on Race for Opportunity,
she was the Marketing Manager for a small drinks company with an
annual turnover of £7-8 million, handling Guinness Brewing
Worldwide brands from the Caribbean and South Africa.
In
that role she was involved in launching two new soft drink brands
annually for three years, as well as managing promotional activity
and initiating a PR programme that gained extensive front page coverage
in the trade and consumer press.
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