Publicis signs C4’s Lanchin in move to boost retail appeal

Wendy Lanchin is quitting as Channel 4’s marketing director to resume her agency career at Publicis, where she will take charge of planning across all its retail business.

Wendy Lanchin is quitting as Channel 4’s marketing director to

resume her agency career at Publicis, where she will take charge of

planning across all its retail business.



As well as leading the planning operation for Asda and MFI, she will

collaborate with Optimedia, the agency’s media buying associate, on

fresh media ideas while aiding the drive to win more retail

business.



Lanchin’s decision to leave Channel 4 follows changes in its marketing

line-up precipitated by the arrival of David Brook as director of

strategy and development.



She said: ’The opportunity to join Publicis came along after a number of

years in which I had been doing the same job.’



She added: ’Television and retail aren’t so very different. Both have

strong parent brands with enormous numbers of products sold beneath that

- and both rely on speed of reaction.’



Her switch marks a return to advertising after an eight-year stint at

Channel 4, which she joined at the instigation of its then sales and

marketing chief, Stewart Butterfield, with whom she had worked at

McCann-Erickson.



During her agency career, which has also included spells at FCB and

DMB&B, Lanchin has worked for several major retail clients, including W.

H. Smith and Woolworths.



Her arrival at Publicis at the beginning of next month marks what the

agency says will be a concerted effort to exploit its retail

expertise.



Lucy Purdy, Publicis’s head of planning, said: ’Getting more retail

business is important for us, not just because we enjoy it, but also

because we happen to be good at it.’



Publicis has spent three months looking for a planner to boost its

offering to existing and potential retail clients. ’Retailing

communication is a big challenge because the market is competitive and

growing,’ Purdy said. ’You need to be able to think laterally and

creatively to cut through the clutter.’



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