Rocket, the New PHD-owned media agency, has sharpened its focus
and shaken up its management line-up in an attempt to shrug off its
As part of the changes, John Harlow, the former associate media
director at Abbott Mead Vickers BBDO, has been installed as the media
director while Tim Forest will be the third member of the agency’s
management team, working alongside Rocket’s managing director, Alan
Brydon. The agency is also looking to recruit a fourth senior
Rocket is attempting to capitalise on a perceived gap in the market by
fashioning itself as a dynamic ’third wave’ media shop. It will pitch
itself as a small, flexible, ideas-driven outfit with the backing of
established media buying muscle.
Initially, Rocket will target the youth sector, although it will
continue to handle group and conflicting business where
The clearer branding of Rocket is part of a drive by New PHD to
establish a number of diverse media brands. This will involve other
joint ventures and new launches in due course.
David Pattison, a partner at New PHD, said: ’Our long-term strategy is
to invest in appropriate media products for the market. It’s becoming
clear that one business can’t be a catch-all for every client and media
Harlow said: ’We’ve seen the growth of a new breed of creative shops,
such as Mother, and there’s a real business opportunity for a more
flexible media agency with the back-up and clout of a parent
We’ve gone as far as we can in the ’we’re big’ and the ’we’re big and
we think’ structures.