MEDIA TO SUB - Initiative appoints Regan to head planning department

LONDON - Initiative has appointed Tony Regan, the former communications planning director at The Red Brick Road, as its head of planning.

Regan will join Initiative next month with a brief to develop its planning, insight and analytics offering. He replaces Tony Manwaring, who is working on the launch of a creative arm at Initiative called LAB.

Initiative's decision to hire Regan follows recent international account losses including Johnson & Johnson and ICI Paints. He will work closely with the agency's senior management team - Jerry Hill, the chief executive, Gary Birtles, the managing director, and Danny Donovan, the deputy managing director - in a bid to take the agency forward.

Regan said: "Initiative in London is a dark horse. People underestimate the place - what it's capable of and what its potential is. There's a clear job to be done, and I'm looking forward to working with the team to help Initiative expand."

Regan left The Red Brick Road in April. Before joining the creative agency, he launched the now defunct WPP communications planning unit Nylon, and is a former founding member of Michaelides & Bednash and head of planning at PHD.