MIDLAND Brick has announced the appointment of former account director Peter Renshaw as the company’s independent advertising consultant.
The appointment follows the decision by advertising agency JDA to wind down its operations at the end of the month.
Mr Renshaw has a long association with Midland Brick with more than 15 years’ experience as account manager for the company.
General manager of sales and marketing, Tom Guthrie, said the appointment of Mr Renshaw would afford Midland Brick greater versatility in its approach to new advertising campaigns.
An increasing number of leading companies, such as HBF and Chicken Treat, are utilising the services of independent agencies for their advertising, a strategy known as ‘unbundling.’
Mr Renshaw said the move would bring Midland Brick cost efficiencies and greater flexibility.
He said large agencies had a tendency to adopt a set mindset and approach to campaigns, and suggested the appointment of an independent consultant would allow Midland Brick to move outside agencies and use other resources.
But he pointed out that Midland Brick had enjoyed a long and healthy relationship with its former agency, and said the move in no way reflected the previous work of JDA.
The new arrangement is likely to begin from next month.
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