Optimedia has appointed the Interbrand brand consultant Patrick
Syms as its first director of brand insight as it moves to bolster its
Syms will build a brand consultancy for the agency. He will run
Optimedia's UK media research division and advise clients on the
changing relationship between brands and consumers and how
communications channels influence this.
Before joining Interbrand, Syms worked as an account planner at Court
Burkitt, where he worked on Archers, River Island and Britvic. At
Interbrand he developed the Ocado brand, John Lewis' online grocery
Syms will take responsibility for the UK research operation from Anthony
Jones, the European research director, who will co-ordinate Optimedia
International's network research service.
As well as working with clients, Syms will also have an internal role of
introducing brand skills to Optimedia planners. He will report to Mark
Waugh, a managing partner at Optimedia.
Clients will include L'Oreal, Yahoo!, British Airways and COI
Waugh said: "This appointment is another step forward in our
understanding of how consumers experience brands in their entirety, and
credibly expands our total communications planning concept,