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BLM plays up planning and performance in restructure

LONDON - Media agency BLM has undergone a restructure to give a central role to its business planning unit and position itself as the 'performance agency'.

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Its aim is to be a one-stop shop for full-service media for medium-sized advertisers. Steve Booth, chief executive and co-founder, claims the new positioning of performance is key to the agency's focus and goes beyond the concept of return on investment.

Booth said: "We have invested heavily in a business planning unit and new research tools, which gives us a strategic and creative hub. Our recent recruitment blitz has brought in people with real insight and forward thinking."

It now has eight strategists in its planning unit, after hiring Clay Gill from MediaCom last month to handle Domino's Pizza, Setanta Sports, Thomas Cook and Young's Seafood.

The agency has also invested further in digital, an area in which its specialist agency BLM Quantum has become the second largest independent.

The investment has allowed it to create a digital centre of excellence which aims to deliver the best media mix across the whole range of digital channels from search to social networking.

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