Nitro reorganises to sharpen offer

<P>SHANGHAI: Creative shop Nitro has reorganised in China, creating three distinct brands responsible for different marketing disciplines.</P> <P><BR>The operational restructure will see Nitro continue to exist as the main above-the-line arm, with the newly-created Nitro Focus handling below-the-line activities, and the recently acquired Mook OMP, responsible for online. </P> <P><BR>The January acquisition of Mook in London saw Nitro globally take a 51 per cent stake in the agency, which lists UK clients including BBC, PlayStation, Channel 4 and Sport England. </P> <P><BR>In China, Stephen Drummond has been promoted to group MD and head of planning, responsible for overseeing the entire operation, reporting to Nitro's New York-based founder and CEO, Chris Clarke. He will be supported by Jennifer Tan, who becomes group executive creative director.</P> <P><BR>"There's still a need in China to clearly show that there are specialist offerings in BTL and online in particular," said Drummond. </P> <P><BR>"Nitro Focus clarifies what we have already been doing, but giving it branded status allows it to seek new projects in its own right. </P> <P><BR>"Nitro also handles packaging and POS for Walls Greater China and Mars, and we're involved in both clients' consumer promotions. Our new digital offering is a natural and logical extension."</P> <P><BR>According to Drummond, a large part of his remit will include ensuring Nitro's operation remains seamless and he will continue to take a hands-on role. </P> <P><BR>"Nitro's philosophy is one of management working closely with clients, as my retention of the head of planning role suggests," said Drummond.</P> <P><BR>"We therefore can ensure the branding consistency, working through-the-line."</P>