Paul van Barthold has finished the restructure of BLM Media with
the creation of a new research and account planning unit called Business
Headed by the planning director, Graham Hawkey-Smith, Business Planning
has been created to deliver business-led communications solutions for
clients. The unit will work closely with BLM's recently established
creative unit, Flint, on a number of full-service projects.
Van Barthold said: "Business Planning is a blend of research, media and
account planning services. We are now a full-service media company.
Agencies often forget that advertising is a business investment from
which advertisers expect to make a profitable return.
"Most advertisers either under- or over-invest in advertising because
their agencies focus on developing a consumer-led communication model
and not the underlying business model."
Hawkey-Smith said BLM's existing clients have begun to use Business
Planning. "Thomas Cook has already given us a project which is much more
to do with trading than with traditional media." Blockbuster
Entertainment and the Paramount Comedy Channel have also been working
with the new planning unit.
BLM's standalone planning and consultancy division, Leap Communications,
will remain a separate trading company, but part of its remit will be
merged into Business Planning. Matthew Pitt, who was recruited from
Ammirati Puris Lintas to head Leap, is leaving the company.
The addition of Business Planning, which is a separate division of BLM
rather than a subsidiary company, completes the agency's group of
In addition to its existing new-media arm, Quantum, the company last
year added Leap, as well as a joint-venture creative and media unit
called @the Hub. It also launched a creative subsidiary called Flint,
headed by the former Cold Eye creative partners, Phillip Bird and Stuart