New PHD lures Ben Christie from Scoot in new-media drive

New PHD has appointed a head of new media with a view to spinning off a separate new-media brand as it continues to develop its strategic credentials.

New PHD has appointed a head of new media with a view to spinning

off a separate new-media brand as it continues to develop its strategic

credentials.



Ben Christie, former channel manager of the directory service, Scoot,

reports to Jon Wilkins, New PHD’s creative communications director. He

will spend six months auditing New PHD’s new-media activity before a

decision is taken on whether a separate unit should launch.



Wilkins said: ’Potentially, we need a specialist online buying unit.



Ben will look at our activities in new media and come back with

recommendations.’



He added that new-media business across the Abbott Mead Vickers Group,

which owns New PHD, had become too important to be a minor add-on to the

agencies’ other activities. ’In terms of revenue, it is still minuscule,

but its importance for now and the future is undeniable. We are already

working on major online campaigns for the BBC, Cellnet, Volvo and

Sainsbury’s.’



Christie will offer existing and new agency clients strategic advice on

the use of in-teractive media, digital technology and online services.

New PHD will act only as an adviser and does not intend to provide the

technology.



Christie said: ’New PHD is a respected company with a reputation for

operating on an innovative level, above and beyond buying. This post

reflects the fact that an awful lot of clients are aware that new media

as an event is happening. It isn’t just affecting advertising but is

fundamental to the client’s business.’



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