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Ananova has recruited Gavin Forth, former global marketing manager at Boots Healthcare International, to be its marketing controller.

Forth, 35, will report to Ananova's commercial director, Vivienne Adshead, and will be responsible for raising awareness of the Ananova concept among consumers.

He will head a major 'multimedia campaign' likely to break in the next few months and will oversee agency arrangements.

Ananova, which is part of the Orange mobile communications group, last year appointed media consultants Michealides & Bednash to handle strategic communications ahead of a major consumer push (Marketing, October 26, 2000). Forth, who joined Ananova this week, said it was too early to say whether there would be changes to the existing arrangements.

Forth's move to Ananova follows five years at Boots Healthcare International, where he oversaw the global ad campaign for the launch of Nurofen meltlets and worked on skin care brands such as E45.

Adshead said: 'Gavin's appointment will be key to driving forward the Ananova marketing strategy. Through our work with Michaelides & Bednash, and following on from our hugely successful launch, we have created a solid foundation upon which Gavin can now build.

'It is a very exciting time for Ananova, we will be launching our marketing campaign and a number of joint initiatives with Orange very soon.'