Broadbent will be charged with developing more effective communications platforms and will work alongside account teams across the network. He will also work directly with clients, who he noted were “becoming more interested” in the concept of effectiveness as a result of the downturn.
“Interest [in effectiveness] has always existed, but it is growing. There is a lot of evidence that marketing budgets are under pressure, so demonstrating that marketing really does work is obviously a really hot topic,” he said.
“It’s not just about getting better at measuring results; it’s about producing better work in the first place.”
His role as planning president will not be affected by the promotion. Broadbent will continue to be based in Beijing.
Separately, the agency has appointed Colin Mitchell and John Shaw as joint worldwide planning directors.
Mitchell, who has served as chief strategic officer for North America since 2004, will be based in New York; European head of planning Shaw will be based in London.
