Russel Howcroft is resigning as executive general manager of Network Ten after four years to take up a role as chief creative officer at PwC's new marketing advisory service.
Network Ten chief executive Paul Anderson said: "We are sad to announce Russel's departure. He has made an important and valuable contribution to Ten, both in Melbourne and across the network."
![Russel Howcroft is currently chairman of television industry body ThinkTV.](/web/20161212045754im_/http://www.theage.com.au/content/dam/images/g/r/s/1/1/p/image.related.articleLeadwide.620x349.gt8yro.png/1481516448065.jpg)
Mr Howcroft joined Network Ten in January 2013 and will leave the company in February. Mr Anderson said Mr Howcroft played a key role in developing and executing a strategy that had led to "Ten's ratings and revenue revival".
Mr Howcroft said the network was now in better shape than when he arrived.
"The ratings are better, the revenue is better, the marketing has improved," he told BusinessDay.
"I played a small role, a part role, in those things happening. A role that I am proud of is around the network feeling good about itself and appreciating what a privilege it is to be a free to air broadcaster."
At PwC, he will help advise clients on brand strategy, marketing strategy, market insights, marketing performance analytics, marketing structure and operations, and creative solutions.
PwC hopes chief marketing officers (CMOs) will be willing to pay for reviews of how efficient and effective their marketing spend is to both consumers and other businesses. Mr Howcroft revealed he helped create the new role of chief creative officer.
![Russel Howcroft is well known for his role on ABC show The Gruen Transfer.](/web/20161212045754im_/http://www.theage.com.au/content/dam/images/g/r/c/9/r/3/image.related.articleLeadwide.620x349.gt8yro.png/1481516448065.jpg)
"The executive team and myself here have known each other for some time and have had a number of conversations around the bigger picture of CMO advisory," he said.
PwC chief executive Luke Sayers said the CMO advisory service had been created because clients wanted "independent, transparent and expert advice relating to all areas of marketing and brand strategy effectiveness".
"The marketing mix has become increasingly complex with the splintering of audiences via the rise of digital and social media," he said.
"Many executive teams and boards are looking for independent advice on what is often a very sizeable investment into marketing and ensuring the spend is aligned to business strategy and delivering real value."
Mr Howcroft is well known for his role on ABC show The Gruen Transfer and said he would be on the program if it returned for another season.
He is currently chairman of television industry body ThinkTV, which promotes television in an attempt to draw advertising dollars away from online and social media. However, once he starts at PwC in early 2017 it is likely he will step down as chairman. A replacement will be determined by ThinkTV's members, which are commercial television networks, MCN and Foxtel.
Shares in Ten were trading at about $3.30 in early 2013. On Monday they were trading at about $1. Revenue for the 2015-16 year were $676 millon and the company's annual losses were reduced to $154 million, including a $125 million write-down on the broadcast licence.
In 2012-13, the group reported a $285 million loss on revenue of $660 million.
Network Ten's major shareholders include billionaire Bruce Gordon, who owns regional television network WIN, Foxtel, Gina Rinehart, Lachlan Murdoch and James Packer.