Prager Proximity restructures account teams with multimedia focus

Prager Proximity, the direct media agency of Omnicom's Proximity Group, has boosted its team with two hirings and restructured its account handling teams.

Anita Rayat, the former TV account manager at Initiative Media, joins the agency as the TV buying manager to oversee its increased TV billing after wins including AXA Sun Life and Sainsbury's.

Michelle Gilmour, a planner/ buyer at, joins the agency as the senior press planner/buyer for the "Sainsbury's to you

account. Gilmour has both online and offline experience from her time at MediaCom.

Coinciding with the two hirings is a restructure of Prager Proximity's account groups. Rather than specialist teams divided by media such as press and television, Prager will now provide multimedia account teams.

Each group will be headed by a senior agency employee with knowledge across all direct media.

Prager's managing director, Ian Maynard, said: "We had set up teams of specialists and it became difficult to plan multimedia schedules. We want to ensure clients have access to team leaders with multimedia experience."

The arrival of Rayat and Gilmour takes the headcount at Prager to 19.

Launched in 1996, the agency's billings grew by close to 50 per cent last year, to £12.28 million.

Prager Proximity became part of the newly-created Proximity Group, alongside BHWG Proximity, Clarke Hooper Proximity and Traffic Proximity.