Radical expands its planning capacity by hiring Pritchard

The marketing consultancy firm Radical has appointed the former GGT

planning director Barry Pritchard and will merge his Planning

Partnership agency into the company.



Pritchard will join as the head of planning and research at Radical,

which was set up in 1994 by the former Young & Rubicam chief executive

Tim Lefroy.



Pritchard will provide the research and planning arm for Radical, which

has been without a planner since last year.



The Planning Partnership was founded ten years ago, and following the

split between Pritchard and the company's other founder, Chris Stride,

was merged into the qualitative research group Davies Riley-Smith Maclay

in 1996.



The partnership ended when DRSM closed last year, and Pritchard has been

looking to join forces with another agency since then.



"I didn't want to work on my own, but also didn't want to lose the

Planning Partnership brand. I am pleased to be joining Tim at Radical.

I'm not leaving advertising behind, but our skills are highly

complementary with the more 'grown-up' organisational role it does," he

said.



Lefroy added: "We believe that the ad industry can bring the best in

research and planning strategy for our market too. Barry is a fabulous

addition to the company."



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