BBJ restructures to focus on new consumer insight planning offer

BBJ is to be repositioned as a communications planning operation in

a radical restructure initiated by the managing director Trista

Grant.



Carat's sister agency, which was Campaign's media agency of the year for

2000, will continue to manage media buying in-house but is to

concentrate resources on developing a new consumer insight-driven

planning offer. This broadening of services is designed to enable BBJ to

compete for high-end brand communications services with specialists such

as Rocket and Michaelides & Bednash.



As part of the repositioning, the agency's registered name has been

updated from BBJ Media Services Limited to BBJ Communications Partner

and a new logo is currently in development.



"After the joint trading negotiation agreement with Carat in December,

we felt that our real investment needed to be in delivering on consumer

insight-driven planning," Grant said.



The restructure sees BBJ's board double in size to eight members, with

the award of seats to the three planning directors, Neal Deeprose, Piers

Taylor and Stuart Newman, and the TV buying director, Matt Platts. The

former planning director, Tim Elton, becomes the communications planning

director and will develop the new communications strategy offering.



The agency will offer several proprietary research tools developed in

conjunction with Carat Insight. These include a programme of qualitative

focus groups designed to find the right moments at which to communicate

with consumers and a quantitative Consumer Connection Study.



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