New PHD upgrades Rocket’s offering

Rocket, the New PHD-owned media agency, has sharpened its focus and shaken up its management line-up in an attempt to shrug off its second-string image.

Rocket, the New PHD-owned media agency, has sharpened its focus

and shaken up its management line-up in an attempt to shrug off its

second-string image.



As part of the changes, John Harlow, the former associate media

director at Abbott Mead Vickers BBDO, has been installed as the media

director while Tim Forest will be the third member of the agency’s

management team, working alongside Rocket’s managing director, Alan

Brydon. The agency is also looking to recruit a fourth senior

executive.



Rocket is attempting to capitalise on a perceived gap in the market by

fashioning itself as a dynamic ’third wave’ media shop. It will pitch

itself as a small, flexible, ideas-driven outfit with the backing of

established media buying muscle.



Initially, Rocket will target the youth sector, although it will

continue to handle group and conflicting business where

appropriate.



The clearer branding of Rocket is part of a drive by New PHD to

establish a number of diverse media brands. This will involve other

joint ventures and new launches in due course.



David Pattison, a partner at New PHD, said: ’Our long-term strategy is

to invest in appropriate media products for the market. It’s becoming

clear that one business can’t be a catch-all for every client and media

opportunity.’



Harlow said: ’We’ve seen the growth of a new breed of creative shops,

such as Mother, and there’s a real business opportunity for a more

flexible media agency with the back-up and clout of a parent

company.’



We’ve gone as far as we can in the ’we’re big’ and the ’we’re big and

we think’ structures.



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