NEWS: Publicis promotes trio in bid to boost planning operation

Publicis is making a greater commitment to the media process by shaking up its strategic planning department and creating three new senior posts.

Publicis is making a greater commitment to the media process by shaking

up its strategic planning department and creating three new senior

posts.



The positions are director of planning for retail and services, director

of planning for international business and director of planning for UK

brands. They will be filled by Mike Wade, Leigh Stops and Michael

Ellyatt, who were previously senior board planners within the agency.



The trio will liaise closely with Publicis’s sister media company,

Optimedia, as well as other media operations used by Publicis clients,

on issues where the strategic use of media is key to achieving effective

advertising results.



The details of how the trio will operate have been put on ice while

Optimedia looks for a new managing director to replace John Taylor, but

a decision is now understood to be imminent.



The appointments come in response to client demands for effective

results from their advertising, and will ensure that media people are

present at creative briefings.



Last year, Publicis carried out research among clients, media companies

and media owners which found that although clients favoured the concept

of large media companies, they were increasingly concerned about the

distance between media people and creatives.



Publicis’s joint chief executive, Dan O’Donoghue, said: ‘For a number of

clients, such as Renault, Unilever and Nestle, part of our payment is

linked to achievement of awareness scores. They regard media as a vital

element of performance and we want them to know that we are tackling

effectiveness issues.’



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