MindShare has appointed Marco Rimini, the JWT director of strategy, to its newly created role of worldwide head of communication planning.
The WPP-owned media agency has also promoted Phil Cowdell, the greater European managing partner for MindShare Worldwide, to the role of worldwide head of business planning.
Rimini will take responsibility for the development of MindShare's planning tools and its relationships with creative agencies.
Rimini joined JWT nine years ago, after spending three years at CIA Medianetwork, where he rose to the position of vice-chairman.
Before that, he spent time working as a planner at a number of creative agencies, including Euro RSCG and Horner Collins & Kirvan.
Rimini, who is set to join MindShare in July, said he was attracted to the position because "the worlds of creativity and media are in danger of living apart".
He added that his brief, which will involve close collaboration with the creative agencies in the WPP stable, was "a great chance to bring them closer together".
In his new role, Cowdell will focus on working closely with clients to link their overall marketing spend with their business results.
Cowdell, who has been at MindShare for the past five years, most recently headed the Unilever global and Ford pan-European accounts.
Before joining MindShare, Cowdell had spells at Procter & Gamble and Mediavest.
Nick Emery, the chief strategy officer at MindShare Worldwide, said: "Rimini and Cowdell are the ideal yin and yang of planning.
"We already have the best planning teams, and finding a team of coaches was a tough brief, but Rimini and Cowdell will help us continue to reinvent MindShare."