Ex-JWT-hand Albert Almeida, who was vice-president and regional account director, Asia Pacific, for the Unilever business, has made the all-important switch from advertising to media by joining Sony Entertainment Television or SET as senior vice-president, marketing and communication, effective May 19, 2003.

Almeida's responsibilities include evolving and managing all marketing-related activities at the channel. He will spearhead the strategic marketing and communication function and will be an integral member of the channel's leadership team.

Almeida brings with him over a decade's experience in strategic marketing and communication, handling a variety of Lever brands including Lux, Rin and Close-up as well as non-Lever brands such as Air India, Motorola, Johnie Walker, Chiclets, Halls and Nycil.

Speaking on his appointment, Almeida says, "I am excited to be a part of one of the country's leading entertainment channels. I look forward to working with the marketing and communication teams to build and enhance the image and viewership of Sony Entertainment Television."