Talk about frying pan and fire. Mimi Turner, Richard Desmond’s former communications chief at Northern & Shell, has tipped up at the publisher of controversial website The Lad Bible as its first marketing director.
The Lad Bible has become something of an underground viral phenomenon, claiming more than 17 million followers across its brands on social media such as Facebook.
However, it has also attracted criticism for celebrating obnoxious lad culture and sexist content.
However, Turner’s appointment is a sign that 65twenty, the publisher of The Lad Bible and its stablemate The Sport Bible, is trying to move away from its university campus roots and get more legit and mainstream.
Turner, who left Northern & Shell after a bust up with Desmond in October, will report directly to 65twenty co-founders Alex Solomou and Arian Kalantari.
She joined Northern & Shell as group director of communications and public affairs for Express newspapers – which publishes the Daily Express, Sunday Express, Daily Star and Daily Star Sunday – OK! magazine, Channel 5 and The Health Lottery.
She went on to become director of sales and marketing for Desmond’s Health Lottery before leaving last October.
