NEWS: Media Audits poaches Oriel to head planning offshoot

Media Audits, the media auditing and consultancy company, is setting up a separate strategic planning department and has tempted Sue Oriel away from Zenith Media to take charge.

Media Audits, the media auditing and consultancy company, is setting up

a separate strategic planning department and has tempted Sue Oriel away

from Zenith Media to take charge.



The restructure is being made in response to client demand, and is a

clear indication of the extent to which media value is replacing pure

media cost as the measure of a media specialist’s operations.



John Storey, the joint managing director of Media Audits, said:

‘Increasingly, our clients are asking us to contribute in a more

strategic way than straight evaluation. Thirty to 40 per cent of our

business is heading that way.’



Storey said the company had spent six months scouring the industry for a

strategic planning director, before selecting Oriel. He added that he

expected to make another senior appointment in the next few weeks.



Oriel, who has been a planning director at Zenith for nearly three

years, said she was attracted by the breadth of clients she would be

working with and the chance to assess other agencies’ pitches.



Separately, Zenith has merged its planning and research departments

under the joint managing director, Andy Tilley. The move is designed to

enable more planning-driven research, the first of which, a study on

press effectiveness, has already been completed.



Tilley has hired Graham Snell from Young and Rubicam as planning manager

and is in the process of recruiting another two senior staff.



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