Between the Lines: Boyle revamp makes sense

Gerry Boyle has sprung few surprises with his management reshuffle at ZenithOptimedia, but it makes eminent sense (page 5). He obviously feels that in Derek Morris, the new chairman, and Tim Neligan, the new managing director, he has sufficient talent in-house to avoid looking further afield.

And the relative stability that internal promotions bring makes even more sense for an agency that has had more than its fair share of upheaval in recent years.

Crucially, Morris and Neligan look like a good balance for Boyle's talent with clients and on new business. Morris is an experienced head to whom Boyle can turn for sharp, honest advice. Neligan, a TV trader by background with wider management experience, provides the commercial backbone.

Now Boyle's team faces the challenge of delivering on its promise, in new- business terms and in continuing to differentiate itself in a crowded market. It will be interesting to observe if Boyle and Morris' planning backgrounds will bring results.


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