Feather Brooksbank has created three new digital units which will be integrated into the agency’s other core disciplines in a move designed to ensure that digital thinking runs through every element of its business.

Feather Brooksbank has created three new digital units which will be integrated into the agency’s other core disciplines in a move designed to ensure that digital thinking runs through every element of its business.

The restructure involves changing roles for the existing digital team as well as the recruitment of new people.

The three new units will be digital communications planning, online media planning and buying and campaign management.

Digital communications planners will become part of the communications planning team. Their role is to spend time with clients and make digital solutions (encompassing online display, paid search, search engine optimisation, affiliates and mobile) central to the planning process. 

Online media buyers will join forces with the trading team, looking to ensure that cross media opportunities are fully exploited.  Campaign management (which includes data analysis, trafficking, reporting and evaluation) will become much more closely aligned with the existing data planning and research divisions to combine on and offline insight and evaluation.

Head of digital at Feather Brooksbank, Anna Carson explained: “For a few years now everyone has been talking about ‘putting digital at the heart of the media agency’, but in most agencies digital silos still exist.  Digital is not just another channel, it is a context in which all media are changing and developing, so expertise in this area needs to be at the core of absolutely everything we do.”

Managing director Stuart Feather added: “We’ve spent the last few years building our digital expertise, and are now able to ensure that digital is involved in everything we do. Not only that, by putting an element of digital closer to our trading function, we’re also instilling old fashioned media buying skills into the world of digital.”

Whilst digital experts will filter out into the rest of the business, head of digital, Anna Carson will retain central leadership of our broad digital arena, working closely with the recently appointed head of search, Sally Mawby to ensure full integration within the Agency.