FCB is reshuffling its planning department to make it easier for
clients to take advantage of its Mind and Mood research programme.
Although the programme has attracted national publicity, the agency
believes it is not being made to work hard enough on behalf of its own
As a result, FCB’s planning department will become the joint
responsibility of Mark Hartstone, who runs Mind and Mood, and Jan
Pester, who joined FCB earlier this year to take charge of planning on
its Kimberly-Clark business (Campaign, 24 January). She becomes planning
director, filling a role which has been vacant for two years.
Hartstone, a former head of the consumer development division of
Energis, the telecommunications company, retains the title of marketing
Mind and Mood, claimed to be the largest ongoing qualitative research
programme of its kind in the UK, aims to give clients unique insight
into how marketing budgets can best be spent by tapping into consumers’
views on a wide range of topics. The study involves 100 consumer groups
a year and is unusual because it allows participants to set the agenda
Chris Rendel, FCB’s chief executive, said: ’Because Mind and Mood has
had such a high profile we’ve failed to make the best of it in terms of
what we’re doing for our own clients.’
The aim of the new arrangement is to combine the planning skills of
Pester, who was previously head of strategic and creative planning at
Ogilvy and Mather, with Hartstone’s broader responsibilities on Mind and
Pester’s brief will be to ensure Mind and Mood intelligence is available
to clients on a day-to-day basis and that it is taken into account when
creative work is produced.
The changes coincide with two new hirings by the agency. They are Claire
Anderson, now a senior planner on Lever business across Europe for O&M,
who will work alongside Pester on Kimberly-Clark, and Sarah O’Hanlon who
joins from HHCL and Partners as UK account director on Tambrands.