McCann Beefs Up Planning Capability

McCann Beefs Up Planning Capability
Andrea Sophocleous
By Andrea Sophocleous
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Hot on the heels of McCann being named Australia’s top-ranked creative effectiveness agency in the global Warc 100, McCann National CEO Ash Farr (pictured) has announced a significant investment in the agency​’s integrated planning offering.

The agency has boosted the multi-disciplinary expertise of its planning ranks across the Melbourne and Sydney offices with the appointment of David Phillips as strategy director of McCann Melbourne, complemented by the promotion of Roshni Hegerman to strategy director of McCann Sydney.

Further bolstering the team is Lachlan James, who joins as planning director of the Sydney office following stints in New York and London.

David Phillips brings over 15 years of mostly client-side experience, leading global blue-chip consumer firms locally and globally. His most recent role before joining McCann was senior strategic planner at Whybin TBWA Melbourne with previous roles including global brand business director at Treasury Wine Estates, senior brand manager at Penfolds and innovation manager at Cadbury among others.

Phillips also brings proven entrepreneurial experience as founder and director of The Meadow (an innovative and creative research organisation) and Taly (a progressive psychometric organisation), as well as experience leading strategic projects for Financial Services, Retail, Automotive and Public sectors.

In Sydney, Lachlan James has recently returned from New York where he worked as group director of strategy at McGarryBowen. Prior to that he was based in London as Head of Strategy at Collective London.

He is an integrated strategist, with core expertise in digital, social, mobile, eCom, digital shopper, CRM and on/offline brand experience.

McCann’s growing planning department boasts multi-disciplinary expertise and global experience. Roshni Hegerman, who steps up to strategy director of McCann Sydney after nine months as senior planner, has global experience from working in her native US, as well as China and India, across clients including Pepsico, HP, Wrigley’s, SC Johnson, HP and Aviva.

McCann Australia CEO Ash Farr said: “Planning is not a one-size-fits-all discipline. And neither are the challenges facing our clients and their brands. To be a true partner we need to be able to have a diverse skill set to marry against the problem, whether that be behavioural economics, data, or quantitative or qualitative research. The addition of Lachlan and David is a demonstration of this strategy.”

Phillips added: “So many of us have spent time coveting McCann’s work, so naturally I’m thrilled to be joining the team in Melbourne. Beyond this though, I couldn’t be more excited by the focus and investment in consumer insight and strategic thought leadership from Ben and Ash.

“Never has the desire for world-class brand and consumer-centric strategic thinking been greater from our clients, and McCann now has the strategic team in place to complement one of the region’s most successful creative and digital teams.”

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