NEWS: APL rethinks media in global-level shake-up

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 global brand.

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

global brand.



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

market.



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.’



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