Scope Ketchum has hired Ruth Yearley as its first director of
planning and research, as part of a drive to enhance the agency’s core
Yearley joins the agency in March from her role as head of planning at
branding consultancy Interbrand, which is owned by Scope Ketchum’s
parent company Omnicom.
Scope is one of a number of agencies to give the planning function
Burson-Marsteller director Edna Kissman runs a four-strong planning
team, while director Marc Moninski runs Fishburn Hedges’ planning
Countrywide Porter Novelli also has a planning directior.
Scope Ketchum CEO James Maxwell said that better understanding of brands
and consumers, and adopting the more rigorous approach to planning used
by advertising agencies would be key to the consultancy’s success.