TRBR drops Regan's role

LONDON - The Red Brick Road rethinks full-time post and moves to 'task-based' planning

Tony Regan, The Red Brick Road's communications planning director-designate, has left his full-time role at the agency.


The move marks a shift from its original strategy of employing a full-time media specialist. Regan was appointed in March 2006, the month the agency opened for business, with the brief of putting communications planning at the heart of its strategic offering.


However, his departure signals a change to what the agency is calling "task-based" planning, whereby it will draw on specialist freelance expertise, depending on the client and brief. Regan will continue to work with The Red Brick Road under this remit.


David Hackworthy, The Red Brick Road's planning partner, said: "We are evolving the way that communications planning is done and looking to use different skill-sets for different jobs, rather than have a full-time specialist.

 "In the past few months, we've been viewing planning more as a task than a department. Tony is a good operator and he continues to work with us as part of this new approach, but structures must evolve according to their needs. To move forward, we want access to wider strategic resources, depending on each individual client's needs."

The change comes less than one month after the agency won the £10 million Sky Networks business, beating Bartle Bogle Hegarty and WCRS in the final shoot-out.


Before joining The Red Brick Road, Regan was a founding partner of Nylon, the  communications planning  specialist, which was launched in 2004 as a joint venture between Young & Rubicam Brands and Mediaedge:cia.


Regan said: "Task-based planning is a smart way forward for managing resources and a reflection of the diversity of clients' individual needs."

 He added he had not ruled out a full-time agency role in the future.

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