Initiative Restructure Creates New Insight Arm

In the UK, Interpublic-owned media agency Initiative has created a new planning and insight unit incorporating its previously separate research department.

CEO Gary Birtles says that this restructure will ready his firm for the recession, by making it easier for integrated strategies to emerge across the agency.

'These changes put us in an excellent position to deliver on our client promise of transforming media exchanges into marketing results,' he adds.

The department will be headed by Head of Planning Tony Regan, who previously launched WPP Group's communication planning unit Nylon, and worked in planning at PHD and The Red Brick Road.

Former Account Directors Simon Kennett, Sean Pattison and Patrick Owen have been promoted to Business Director roles, and all three will report to Regan.

Initiative has more than thirty years of experience, and a network spanning six continents, with 91 offices in 70 countries. Web site: www.initiative.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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