Publicis is making a greater commitment to the media process by shaking
up its strategic planning department and creating three new senior
The positions are director of planning for retail and services, director
of planning for international business and director of planning for UK
brands. They will be filled by Mike Wade, Leigh Stops and Michael
Ellyatt, who were previously senior board planners within the agency.
The trio will liaise closely with Publicis’s sister media company,
Optimedia, as well as other media operations used by Publicis clients,
on issues where the strategic use of media is key to achieving effective
The details of how the trio will operate have been put on ice while
Optimedia looks for a new managing director to replace John Taylor, but
a decision is now understood to be imminent.
The appointments come in response to client demands for effective
results from their advertising, and will ensure that media people are
present at creative briefings.
Last year, Publicis carried out research among clients, media companies
and media owners which found that although clients favoured the concept
of large media companies, they were increasingly concerned about the
distance between media people and creatives.
Publicis’s joint chief executive, Dan O’Donoghue, said: ‘For a number of
clients, such as Renault, Unilever and Nestle, part of our payment is
linked to achievement of awareness scores. They regard media as a vital
element of performance and we want them to know that we are tackling