Mediapolis to set up a strategic planning unit

Mediapolis is to launch a strategic media operation, Catalyst, and has poached Beeb’s head of advertising, Simon Sadie, to take a key role in the new team.

Mediapolis is to launch a strategic media operation, Catalyst, and

has poached Beeb’s head of advertising, Simon Sadie, to take a key role

in the new team.



Sadie, due to join at the end of April, will work alongside Mediapolis’s

head of strategy, Phil Danter, and its research chief, Peter Bowman,

under the Catalyst umbrella.



Danter and Bowman will retain their specialisms of strategy and

research, while Sadie, who spent three-and-a-half years at Mediapolis

before joining Beeb, will be responsible for innovation.



By pulling together the strategic and research functions and adding a

creative element, Mediapolis believes it has come up with a different

spin on the trend for strategic media offerings.



The new division is designed to formalise a high-quality strategic

service at the agency while ensuring the Catalyst team works closely

with Mediapolis’s media planners and buyers.



Bob Offen, chief executive of Mediapolis, said the aim was to

’facilitate and fundamentally re-engineer our creative thinking across

the board.



This is not a bolt-on tool for helping us win more business.’



The Catalyst team will be free from the exigencies of media buying.

’They have a mandate to say what they think without fear of messing up

our TV deals,’ Offen said, ’but they will be fully integrated into the

whole media process.’



Existing Mediapolis clients can tap into Catalyst, although Offen says

it will not necessarily be appropriate for all types of advertisers. It

will also chase new business independently of its parent.



Mediapolis was invited to pitch for the recently advertised BT strategic

planning brief on the strength of its plans for the Catalyst

operation.



However, a clash with its Orange client meant the agency had to turn

down the offer to pitch.



Headliner, p18.