APL hires McCanns veteran to embrace change in planning

Ammirati Puris Lintas has appointed Matthew Lonsdale, a senior account planner at McCann-Erickson, board planning director.

Ammirati Puris Lintas has appointed Matthew Lonsdale, a senior

account planner at McCann-Erickson, board planning director.



Lonsdale’s move boosts the number of planners at APL to 14, under its

new planning director, Nicky Buss.



Lonsdale, 38, spent 13 years at McCanns before accepting APL’s

offer.



He said: ’A significant amount of agencies in London seem to have an

identity crisis about the role of planning. In contrast, APL has a

solid, clear view of what planning can contribute to the overall

mix.’



Buss commented: ’It is unusual to get someone of Matthew’s experience

who is willing to embrace the changes in the industry.’



At McCanns, Lonsdale worked on accounts including William Grant and

Sons, Worldwide Brands International and the Guide Dogs for the Blind

Association.



Lonsdale started in the business at Allen Brady and Marsh in 1982 as a

graduate account management trainee. In 1984, he moved to McCanns, where

he worked on the Express Newspapers account.



He rose to board director in 1989 and, in 1992, was promoted to the

equivalent of a group account director. He switched to account planning

in 1995.



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