New PHD has moved to streamline its services to new and existing
clients by launching two entirely separate divisions. One unit, called
Apollo, will offer strategic planning services with database marketing,
while the agency’s regional press division has also been spun off and
named Space Station.
Both divisions will be run as standalone entities which will be
financially independent in much the same way as New PHD’s existing
sponsorship and promotions division, Drum PHD.
Apollo will be headed by James Harrison, who currently runs New PHD’s
direct response TV system, while Jo Stead, who is at present the head of
regional press at New PHD, will be in charge of Space Station.
Nick Horswell, the managing director of New PHD, said: ’The important
thing in adding these extra brands to our overall offering is that each
one becomes the best operation in its own right.’
He said Apollo had been set up to bridge the gap between what is offered
by strategic media agencies and direct marketing agencies. He added:
’Apollo represents where database analysis and strategic planning meet.
This is a contrast with the historical approach where the market has put
these disciplines into separate boxes.’
Apollo has already worked on projects for three existing New PHD
clients, including Cellnet and the BBC, as well as three clients who
have not previously used the agency. At present there are only a couple
of people in the department but it is expected to grow rapidly.
Commenting on the creation of Space Station, Horswell said: ’The
regional press market is moving on and marketers are expecting more of
’We have to respond by offering perhaps more than marketers have been
used to in the past and we hope that this will attract business from
people who aren’t yet using New PHD.’