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.