Everett leaves TBWA to take engagement planning job at Soul

Soul is bolstering its strategic planning credentials by hiring the former TBWA/London planning partner, George Everett, to work alongside Kevin Brown, the agency's strategic partner.

Everett will work with Brown to add engagement planning to the agency's creative offering. Engagement planning is intended to help clients understand how consumers use media and how this affects marketing strategies and creative executions.

When Soul formed in 2000 its proposition was based on the marrying of creative with strategic planning, while most agencies have cut their ties with the media discipline.

Brown, who was a founder of Soul, joining from Starcom Motive where he had been the media director, said that Everett would underline the agency's strategic positioning and enhance its consumer insight. "It's rare to find such a clever thinker with his feet so firmly planted on the ground,

Brown said.

Everett most recently worked on the Tango pitch for Clemmow Hornby Inge, which the agency won in February. Before his stint at CHI, Everett was a planning partner at TBWA.

At Soul he will work across the client portfolio, which includes Coca-Cola, Uniqlo, Powergen and the Greater London Authority.

Everett said: "There are very few new ways for planning to go forward. Working in an agency that really does marry media and creativity is one of them."

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