BBJ is to be repositioned as a communications planning operation in
a radical restructure initiated by the managing director Trista
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.