Reed's appointment ends a five-month search for a new head of planning at the agency, after the previous incumbent, Miranda Ross, left to join the digital agency glue London. As well as overseeing the agency's planning function, Reed will focus on developing relationship marketing programmes for clients such as Vodafone, M&G Investments and Microsoft.
During his five years at EHS Brann, Reed worked across the agency's most high-profile accounts. He is credited with developing the acquisition and CRM strategy for Tesco's home-shopping service, as well as leading the Simplifying Clubcard programme. He also worked on British Gas and Diageo.
Before EHS Brann, Reed worked at Claydon Heeley Jones Mason as the agency's planning director.
HTW has also hired John Howkins from its WPP sister agency Rainey Kelly Campbell Roalfe/Y&R for the newly created role of consumer planning director.
According to the agency, Howkins' appointment reflects increasing demand from clients for more strategic CRM combined with traditional above-the-line brand planning.
Howkins has worked at RKCR/Y&R for five years. During this time, he was responsible for global strategic planning on the Land Rover account, overseeing a new integrated global strategy. He has also worked as a planning partner at COI in the Home Office Crime Reduction unit, and headed strategic planning at Ford.
John Hiney, the joint managing director of HTW, said: "HTW has always delivered creatively. But now we are attracting the best planning brains in the business in order to give our clients the rounded, professional partnership they require."