Ammirati Puris Lintas is to restructure its worldwide media operations,
strengthening the in-house media resource at each of its creative
agencies and developing its media network, Initiative Media, into a
The decision signals a dramatic commitment to a well-resourced in-house
strategic media planning function and is recognition of a need to create
a fully fledged worldwide media brand under the Initiative banner.
The structure aims to make Initiative Media a consistently branded
global media network with a fresh degree of independence within the APL
hierarchy. Initiative is now poised to expand into the US, enabling it
to compete for international business.
At the same time, Lintas agencies’ strategic media planning departments
will be strengthened in a bid to ensure that they provide the best media
input into the creative product and can compete effectively in the media
In London, APL’s newly appointed media director, Paul Longhurst, has
already begun beefing up his department, promoting Pru Parkinson and
Matthew Pitt to joint deputy media directors, and looking outside the
agency to recruit four new members to the media team.
The move represents APL’s response to the conundrum of hiving off media
into a media dependant, while attempting to retain a strong link between
the media and creative process.
Martin Puris, the agency’s worldwide chairman and chief executive, said
that the reorganisation is ‘crucial to our agency’s future success’. He
added: ‘It is my belief - and my experience - that the most effective
advertising results from a seamless union of research, strategic
planning, creative execution and media planning.
‘Initiative will continue to offer strategic media planning to its
exclusive clients. The reorganisation is designed to make both APL and
Initiative Media more competitive.’