The appointment comes as media is in the throes of upheaval, with new forms of innovation such as streaming and Web3 fueling the need to simplify, streamline and automate the basics of those four areas, Law said. As the future of a media plan continues to extend beyond the reach and frequency of more traditional commercials to consumer experiences, attention and digital activations, having each of these four teams working closely together has become essential for ensuring a media agency can deliver on the basics while also planning for the future.
Those who will report to Bojaj include Joanna Hawkes, head of strategy; Michael Liu, head of innovation; and Kerry Doyle, head of content. Planning does not currently have an executive lead.
Furthering organic growth
Law said this is the first time the agency has united all four disciplines under a single leader, with the intention of providing a more holistic media solution for clients. “The value of this is really bringing the disciplines together to enhance connectivity,” Bojaj said. “And also to make sure that there's kind of that seamless integration throughout the product. So we'll have connectivity through the product and we'll be pulling each of those individual disciplines through it.”
Stephanie Russell, chief client officer at Carat, said the reorganization should allow for "great organic growth in terms of just better being able to service our clients."