U.K. entertainment retailer HMV and bookseller Waterstone's have consolidated their marketing operations.

Both retailers operate within HMV Group. The consolidation is effective immediately and the new group marketing department will be led by Graham Sim, who has been appointed group marketing director. He was previously HMV marketing director.

In a statement, Sim stressed that customers at HMV and Waterstone's "will continue to feel they are being engaged by two separate, distinct brands."

HMV Group said the new structure will maximize synergies across the group of both its internal marketing operation and the use of external agencies.

The respective marketing teams, which will comprise existing personnel operating in their current roles, will continue to be based at their respective HMV and Waterstone's head offices. Sim and his department heads will divide their time between both locations.