Mawditt leaves his post as European head of research at CNBC with a brief to spearhead Kinetic’s new planning capability, called Kinetic People. In his new role, he will use data to devise more effective campaigns, then roll out the best methodologies across Kinetic’s network.
“The approach has been piecemeal to date, with no one really driving the planning process,” said Mawditt. “We need to look at what’s being done in the US and Europe and how processes and insights can be exported to Asia and other markets.”
Mawditt will also co-ordinate Kinetic’s marketing. “Many of Kinetic’s 42 offices opened this year. It’s still a young network and we need to ensure the brand is consistent,” he said.
Part of Mawditt’s time will be spent in Asia, where the agency has expanded this year. Kinetic opened in China and India this summer (Media, 11 July), adding to offices in Bangkok, Singapore, Kuala Lumpur and Manila.
