Initiative Media has picked up the media buying for a pounds 25
million pan-European campaign and has promoted several of its senior
The campaign is for Carphone Warehouse’s e-commerce portal Mob-e, which
is to launch later this year.
The service is to be pre-installed on all Carphone Warehouse’s
WAP-enabled phones. The company hopes to have 500,000 customers shopping
via its handsets by this time next year.
In a separate move, Philip Walker, currently Initiative’s UK research
director, has been promoted to the newly created role of planning
director as the agency looks to take a front seat in the creation of
Roy Jeans, Initiative’s managing director, said: ’We’ve seen a shift
recently, whereby media is increasingly being used to drive the creative
output, as opposed to creative driving media. We want to move upstream
in the process and Philip’s appointment is a recognition of this.’
The new role will encompass all planning aspects across the agency’s
portfolio, with emphasis on integrating Unilever’s Communication Channel
Planning process into Initiative London’s planning infrastructure.
Before joining Initiative in 1996, Walker was a media manager for Van
den Bergh Foods, a division of Unilever.
Walker will be replaced as UK research director by Nick Mawditt,
international communications research director at Initiative Media
Futures. In addition to continuing Walker’s work, Mawditt will oversee
the UK rollout of Radar, Initiative’s proprietary consumer research,
which will be unveiled in May.
At the same time, the agency has strengthened its broadcast department
by promoting two staff to the roles of broadcast directors.
Steve Baker will have responsibility for Peugeot-Citroen, while Kathleen
Rigg will oversee the Johnson & Johnson business.