Modem hires Effik as planning chief

Modem Media has hired Tony Effik from RMG Connect to be its first head of planning.

Effik is looking to build the planning team to around ten people, with a mix of account planners with an understanding of media, and people who specialise in web analytics and measurement.

Effik inherits a team of two working on analytics, and an account planner. Another appointment is imminent.

"The model in above-the-line agencies is to outsource measurement. But when you work on the web, everything's so transparent we have to be on top of our game," he said.

At RMG Connect, the WPP Group below-the-line network, Effik was a planning director. He worked there for three-and-a-half years and was part of the team that worked on the B&Q business-to-business campaign that won gold at the Direct Marketing Association Awards.

Before joining RMG Connect, Effik was a senior planner at the M&C Saatchi direct arm, Lida.

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