He will retain most of his current marketing team with the exception of Go's european marketing manager Mireille Briggs, who is leaving. EasyJet's commercial director Mike Cooper will take on a strategic development role and current easyJet marketing head Alistair Buckle will report to Magliano.
Magliano is charged with communicating the demise of the Go brand and the transition of its customer base to the easyJet brand, a process that will take between 18 and 24 months.
A review of agency relationships will take place in the autumn. EasyJet has traditionally eschewed a creative agency, whereas Go retains HHCL and Partners. On the media side, easyJet uses BBJ and Feather Brooksbank, while Go retains Optimedia.
"We'll review things in the longer term, but we will still promote the Go brand in the medium term. Until the two operations are integrated, Go will continue to represent an independent revenue stream,
said Magliano.
The critical long-term marketing issue for senior executives at the combined airline will be how to integrate the differing business models.
The longer-established easyJet is operationally more efficient - and more profitable - but Go has placed greater emphasis on the customer experience, which will become more important as the new carrier takes over as the biggest budget airline in Europe.
"We'll look at best practice and compare the results of doing things differently,
said Magliano. "Customer service has been central in our early discussions and the new organisation is structured to ensure that there's appropriate focus on it."
Meanwhile, as Stelios Haji-Ioannou prepares to step down as easyJet chairman, the merger document reveals that easyGroup licenses the 'easy' brand to easyJet and retains the right to appoint a director to monitor easyJet's use of the brand. EasyGroup could retract its brand licence but must give three years' notice.
_1.jpg)
.jpg)
