Hackworthy unveils DDB strategic overhaul

DDB London is restructuring its planning department in a bid to bring planning back to the centre of its positioning.

The revamp, the brainchild of David Hackworthy, DDB's chief strategy officer, will see DDB change the way planning is applied to accounts and involves five new hirings: Graham Fowles, Lorenzo Bresciani, Dan Ng, Paul Hackett and Leo Rayman.

Instead of having a single planner assigned to each of its accounts, DDB will have a floating pool of planners who will dip in and out of the agency's various businesses as necessary.

The new structure is also designed to encourage more cross-platform strategies. To reflect this approach, the five new planners come from a range of backgrounds. Fowles was the head of insight at The Guardian, Bresciani joins from the management consultant Accenture, while Ng, Hackett and Rayman have worked in communications consultancy, planning consultancy and direct marketing respectively.

Hackworthy said: "We want to find the real opportunities for growth on our clients' businesses and cast resource accordingly. It seems obvious, but doesn't seem to be common in agencies today."

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