New PHD to spin off two divisions

- New PHD has moved to beef up its services to new and existing clients by restructuring into two entirely separate divisions. One unit, Apollo, will offer strategic planning services and database marketing, while the agency's regional press division has been also been spun off and branded Space Station.

- New PHD has moved to beef up its services to new and existing clients by restructuring into two entirely separate divisions. One unit, Apollo, will offer strategic planning services and database marketing, while the agency's regional press division has been also been spun off and branded Space Station.

Both divisions will be run as independent entities which will be financially standalone 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 will run the regional press division.

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 that Apollo has been set up to bridge the gap between what is offered by strategic media agencies and direct marketing agencies. He added: "It's where database analysis meets strategic planning instead of historically the market putting them in 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 historically used the agency. Although at present there are only a couple of people in the department it is expected to grow rapidly.

Commenting on the creation of Space Station, Horswell said: "The regional press market is moving on and marketeers are expecting more of the medium. We have to respond by offering more to them than they have been perhaps used to in the past and we hope it attract business from people who aren't using New PHD."



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