Initiative Media lands Carphone Warehouse

Initiative Media has picked up the media buying for a pounds 25 million pan-European campaign and has promoted several of its senior staff.

Initiative Media has picked up the media buying for a pounds 25

million pan-European campaign and has promoted several of its senior

staff.



The campaign is for Carphone Warehouse’s e-commerce portal Mob-e, which

is to launch later this year.



The service is to be pre-installed on all Carphone Warehouse’s

WAP-enabled phones. The company hopes to have 500,000 customers shopping

via its handsets by this time next year.



In a separate move, Philip Walker, currently Initiative’s UK research

director, has been promoted to the newly created role of planning

director as the agency looks to take a front seat in the creation of

clients’ campaigns.



Roy Jeans, Initiative’s managing director, said: ’We’ve seen a shift

recently, whereby media is increasingly being used to drive the creative

output, as opposed to creative driving media. We want to move upstream

in the process and Philip’s appointment is a recognition of this.’



The new role will encompass all planning aspects across the agency’s

portfolio, with emphasis on integrating Unilever’s Communication Channel

Planning process into Initiative London’s planning infrastructure.



Before joining Initiative in 1996, Walker was a media manager for Van

den Bergh Foods, a division of Unilever.



Walker will be replaced as UK research director by Nick Mawditt,

international communications research director at Initiative Media

Futures. In addition to continuing Walker’s work, Mawditt will oversee

the UK rollout of Radar, Initiative’s proprietary consumer research,

which will be unveiled in May.



At the same time, the agency has strengthened its broadcast department

by promoting two staff to the roles of broadcast directors.



Steve Baker will have responsibility for Peugeot-Citroen, while Kathleen

Rigg will oversee the Johnson & Johnson business.