BMP OMD reshuffles to shift focus to planning

Mark Palmer, the head of communications strategy at BMP OMD, has restructured the agency’s planning and strategic departments to refocus the agency on its planning credentials.

Mark Palmer, the head of communications strategy at BMP OMD, has

restructured the agency’s planning and strategic departments to refocus

the agency on its planning credentials.



Palmer, who is stepping back from the day to day running of the two

departments, has appointed Sarah Bussey, the former media strategy

director, deputy head of communications strategy. She will continue to

run the strategic group but also oversee the agency’s planning

functions.



Niall Hegarty, a media strategy director at BMP OMD, has been promoted

to commercial development director. He will be responsible for business

management as well as taking over the commercial running of the

business, ensuring that the agency’s specialist arms such as Optimum

Action (direct media) and Optimum View (sponsorship) are integrated into

the agency’s client services.



Palmer, who likened his new role to that of a creative director, said:

’My role will be focused almost exclusively on communication planning

and strategic issues. We need to look at integrated communication

planning, which is a core skill. The whole point is to heighten the

skills we offer and the way we work in an integrated team.’



The promotion of Bussey and Hegarty is the final part of Palmer’s

restructuring of the strategic and planning credentials of the

agency.



In June he brought together the planning and research functions by

appointing Jo Foster director of strategy and research (Campaign, 18

June). He also appointed Harriet Frost head of communications futures,

responsible for working with client planning teams on specific

projects.



Last year the agency launched Optimum View to help clients exploit the

changing broadcast media environment, and in May it launched Optimum

Action in a joint venture with the direct marketing agency, WWAV Rapp

Collins.



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