Last updated on April 19, 2014 at 17:21 EDT

PHD Taps Kim Bates to Lead New US Brand Planning Practice

December 17, 2012

NEW YORK, Dec. 17, 2012 /PRNewswire/ — Omnicom Media Group agency PHD US has named Kim Bates Head of Brand Planning, a new practice within the agency. In this role, Bates will lead a team charged with igniting creativity and brand behavior across the media ecosystems, ensuring an alignment between brand and media environments that mirrors the alignment between consumers and media platforms.

Explaining the rationale in adding a capability that has traditionally resided within creative agencies, PHD Chief Strategy Officer Steve Piluso says, “If you start with the premise that media is about connecting brands with consumers, it’s critical that you approach each connection opportunity with an equal level of insight about both the brand and the consumer. This move ensures that the brand behavior is given equal consideration with consumer behavior as we create those connections for our clients.”

Bates brings a wealth of expertise and experience to her new role, earned on both the client and creative agency side across a broad spectrum of categories. As Corporate VP of Brand and Communications Strategy at Time Warner Cable, she led the company’s (year) Brand Refresh initiative, including a new visual identity system and naming architecture across the organization – an effort that encompassed everything from marketing communications to trucks and uniforms. She was also responsible for insights-driven integrated communications strategies, with special focus on impact and implications of the connected home.

Prior to Time Warner Cable, Bates was a Director of Strategic Planning and Trends at the Kaplan Thaler Group, developing brand strategy, integrated communications strategy and fresh consumer insights across apparel, packaged goods and beauty accounts such as Champion, P&G Haircare and Revlon. Earlier, she was a Director of Strategic Planning and Trends at the Arnell Group, pushing the strategic boundaries across branding, advertising, design and innovation working across all categories including luxury, fashion, packaged goods, entertainment, kids, automotive and technology.

A recognized trends expert, in 2011 Bates launched FutureCaster(TM) ( www.future-caster.com ), a forecasting platform offering analysis of current and future trends across a wide range of cultural interests, including fashion, entertainment and women’s issues. She is also the founder of The WSDM(TM) (www.thewsdm.com), New York’s first wisdom and empowerment salon for women. At bi-monthly WSDM events, Bates brings women of all ages, professionals and life stages together, helping them become more aware of their potential and have a greater sense of self through sharing the authentic insights, experiences and life lessons.

Commenting on her new role, Bates says, “Traditionally, brand planning has been more about the message than the medium. But in an era of ever-increasing communications platforms it’s critical to define – and defend — the brand in both contexts, and assure brand stewardship across all touch points, from creative concept to connection. That’s my team’s mandate. Our goal is to provide brand insights that will ignite creativity and give rise to breakthrough ideas for our clients.”

Bates and the Brand Planning team will be based in the PHD US flagship office in New York, reporting to Steve Piluso.

About PHD

Founded in London in 1990 as the first strategic planning-led media agency, PHD (www.phdnetwork.com) is a proven innovator in communications planning and buying across broadcast, print, digital, mobile, social and emerging media. PHD is a global network with over 2,500 employees in more than 60 countries and is built on a culture of thought leadership, creativity and innovation.

The PHD network is part of the Omnicom Media Group (www.omnicommediagroup.com), a division of Omnicom Group Inc. (NYSE: OMC)

Isabelle Gauvry


Source: PR Newswire