FCB reshuffles to highlight Mind and Mood research

FCB is reshuffling its planning department to make it easier for clients to take advantage of its Mind and Mood research programme.

FCB is reshuffling its planning department to make it easier for

clients to take advantage of its Mind and Mood research programme.



Although the programme has attracted national publicity, the agency

believes it is not being made to work hard enough on behalf of its own

clients.



As a result, FCB’s planning department will become the joint

responsibility of Mark Hartstone, who runs Mind and Mood, and Jan

Pester, who joined FCB earlier this year to take charge of planning on

its Kimberly-Clark business (Campaign, 24 January). She becomes planning

director, filling a role which has been vacant for two years.



Hartstone, a former head of the consumer development division of

Energis, the telecommunications company, retains the title of marketing

director.



Mind and Mood, claimed to be the largest ongoing qualitative research

programme of its kind in the UK, aims to give clients unique insight

into how marketing budgets can best be spent by tapping into consumers’

views on a wide range of topics. The study involves 100 consumer groups

a year and is unusual because it allows participants to set the agenda

themselves.



Chris Rendel, FCB’s chief executive, said: ’Because Mind and Mood has

had such a high profile we’ve failed to make the best of it in terms of

what we’re doing for our own clients.’



The aim of the new arrangement is to combine the planning skills of

Pester, who was previously head of strategic and creative planning at

Ogilvy and Mather, with Hartstone’s broader responsibilities on Mind and

Mood.



Pester’s brief will be to ensure Mind and Mood intelligence is available

to clients on a day-to-day basis and that it is taken into account when

creative work is produced.



The changes coincide with two new hirings by the agency. They are Claire

Anderson, now a senior planner on Lever business across Europe for O&M,

who will work alongside Pester on Kimberly-Clark, and Sarah O’Hanlon who

joins from HHCL and Partners as UK account director on Tambrands.



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