Glasgow’s Think ALT has installed a new leadership team as it seeks to “reshape the traditional paid model.”
The new board is made up of Managing Director Tala Cook, Creative Media Director, Nathan White and Campaigns Director, Fiona Hayes. They will join founding partners David and Laura Haggerty.
The changes are part of an ambition to embed creative strategy at the centre of all of its media and campaign planning and an agency-wide focus on what founding partner, David Haggerty called ‘attention design.’
“Media has never been more complex, or more competitive. Audiences are fragmented, attention is scarce, and traditional planning models are no longer enough,” said Haggerty.
“Our new ‘attention design’ approach is about bringing creativity into the heart of media. Every placement, all formats and each channel must work harder to earn and hold attention.
“Our newly structured team strengthens our ability to deliver on that vision. We’ve built a leadership team that combines strategic rigour with creative ambition, and that’s exactly what brands need in this new era.”
READ MORE – Why traditional media isn’t dead (and how to make it work for your brand)
What this means is treating media planning as a creative discipline.
Supporting the board is a newly restructured management team, with Katrina Moohan and Diane Firth promoted to portfolio client directors, while Edd Norval joins the agency as creative services director, joining from his previous role as managing partner of cultural sports agency, The Deep.
