Initiative combines planning and insight functions

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

The firm said it was making the changes to deliver more “integrated communications planning solutions” to its clients.

This new unit will be run by Tony Regan as head of planning, with business directors Simon Kennett, Sean Pattison and Patrick Owen.

The change comes as part of a restructure that also sees the creation of a new activation division, covering broadcast, non-broadcast, online and direct marketing. UK managing director Danny Donovan will oversee both new divisions.

Gary Birtles, chief executive of Initiative UK, said: “We are looking forward to the challenges and opportunities that 2009 will bring, and these changes put us in an excellent position to deliver on our client promise of transforming media exchanges into marketing results.”

Author: Robert Bain