Capital Advertising, the new Capital Radio-owned sales house, has
poached Nikki Mendonca, the group media director responsible for Procter
& Gamble at Leo Burnett, to be the head of strategic planning and
development.
Mendonca will report directly to Fru Hazlitt, the sales director, and
will be responsible for maximising Capital’s revenue potential through
strategic planning and research. She heads a team of 15, which includes
strategic planning staff, researchers and a business analyst.
Hazlitt said: ’We want to be able to get closer to agencies - especially
the strategic planning departments - as that is where the decision to
use radio is usually made.’
Mendonca will focus on the relationship between Capital Advertising and
the Radio Advertising Bureau.
Hazlitt said: ’We want to reflect what the RAB is doing, and ultimately
all sing from the same songsheet. If the RAB has an idea on how to take
radio forward, Nikki’s job will be to see how Capital should implement
that.’
Mendonca said: ’It is important for me to bring a cerebral focus to what
Capital Advertising is doing - the company needs to be more pro-active
and increase its follow-through. They are such smart people, but what
they need is someone who’s passionate about planning to inject
enthusiasm into the company. My grounding in media other than radio is
vital, as Capital is not competing against other radio stations - it’s
competing against other media.’
Mendonca will join Capital in mid-February, after completing Procter &
Gamble’s media plan for 1998 to 1999.
