Real World born as the Media Business promotes strategy

The Media Business is attempting to increase the profile of its strategic media arm by branding it separately as Real World Planning.

The Media Business is attempting to increase the profile of its

strategic media arm by branding it separately as Real World

Planning.



Sue Unerman, head of media development at the Media Business, has

returned from maternity leave to become group director of strategic

solutions and will promote the Real World Planning brand to the agency’s

clients. She fills the gap left by Dean Weller, director of strategic

planning and research, who left the company in December without a job to

go to.



Unerman said: ’Real World Planning is a clear signal to us and to

clients that we are not just doing clever planning for the sake of it,

but finding strategic solutions to problems that clients face daily.

It’s about transparency, clarity and accountability.’



She added that the Media Business would take on more qualitative

research using weekly focus groups to explore topical issues. In the

past, the agency has set up focus groups for specific tasks.



Steve Allan, managing director of the Media Business, said: ’We want to

make sure we apply all of our best practices across the agency’s

business.



Real World Planning will become an integrated part of our day-to-day

business. Sue has practical experience of doing this, knows a lot about

our group clients and can see how to move things forward.’



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