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New Leaders for Spring
UK-based consumer understanding specialist Spring Research has hired John Griffiths as Creative Director and Catalina Cernica as Managing Director.
 Griffiths brings more than 25 years industry experience of communications strategy, brand planning and qual research, with a particular focus on creative development, NPD and brand and market diagnostics. He has worked for agencies including CDP, FCB, Bates, Grey Integrated and Carlson.
In his new role, Griffiths will boost Spring's capabilities in brand positioning and new product development.
Cernica joins from Participle Ltd, in London, where she was the Project Lead for EmployAbility. She is a former MD of Graffiti BBDO in Bucharest and President of the Romanian Advertising Agencies Association, and has almost 15 years' experience working in advertising, communications and brand planning, including the execution of Pan-European campaigns. She holds an MBA from Saïd Business School University of Oxford.
Spring's CEO and founder Stephen Phillips comments, 'The research industry is changing and clients are demanding both a deeper understanding of what makes people tick and also better integration of research into communications and business planning. John is well known in the industry and will allow us to give clients even more creative planning thinking on the projects we do. Catalina is a proven business manager having run a successful ad agency; she will help ensure all our work has a strong business and marketing focus.'
Established in 2004, Spring is online at www.springresearch.co.uk .
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