50 planners to watch in 2014 - The Planning Salon

Julian Cole
Julian Colehead of comms planning à bbdo ny
50 PLANNERS
TO WATCH IN
2014
JULIAN COLE & LIANE SIEBENHAAR

The
Planning
Salon.
A FEW WORDS AHEAD
The Planning Salon is a platform for all planners around the world to meet and learn from
our industry's greatest minds. We started in 2013 to showcase some of the biggest stars
of the industry, guests such as Gareth Kay, Rob Campbell and Heather LeFevre. One year
and 10 hangouts later we bring the first Planning Salon initiative of 2014:


The 50 Planners to watch in 2014. Rather than rating blog views, Twitter followers or
other unreliable performance indicators, we picked people who produce interesting
content and innovations. People we’d like to have a coffee and hangout with. The people
we think we can learn from in 2014. Thanks to Tangerine for helping collate the list. 


And yes, since this is completely subjective and incomplete we put everybody in
alphabetical order. The first 20 feature people we either already interviewed or we plan
to on The Planning Salon. And then the 31 - 50 list is more of a short and quick overview
of more planners who we’d like to pick their brains … but we ran out of ink.
1. ADAM FERRIER
Partner, Cummins Ross, Melbourne

Probably the most famous Consumer
Psychologist in the world, Adam made the
big move last year from Naked
Communications that he founded in
Australia, to join Cummins Ross - a full
service creative and media agency.

@adamferrier
2. ANA ANDJELIC
Head of Digital Strategy, Spring Studios, New York


Ana	
  has	
  made	
  a	
  lot	
  of	
  leaps	
  in	
  her	
  life.	
  The	
  biggest	
  
one	
  was	
  across	
  the	
  Atlan7c	
  ocean.	
  This	
  was	
  
followed	
  by	
  the	
  leap	
  from	
  academia	
  (where	
  she	
  got	
  
her	
  Ph.D.)	
  to	
  the	
  world	
  of	
  digital	
  media.	
  Then	
  came	
  
the	
  leap	
  to	
  adver7sing	
  (didn't	
  like	
  it).	
  Then	
  came	
  
digital	
  brand	
  posi7oning	
  projects	
  for	
  luxury	
  and	
  
fashion	
  brands.	
  Now	
  Ana	
  is	
  Head	
  of	
  Digital	
  Strategy	
  
at	
  Spring	
  Studios,	
  where	
  she	
  works	
  with	
  the	
  top	
  
talent	
  to	
  use	
  digital	
  technology	
  to	
  solve	
  business	
  
problems	
  for	
  retail	
  brands	
  like	
  Target,	
  Armani	
  and	
  
Tom	
  Ford.	
  
	
  
	
  @andjelicaaa
3. ANGELA SUN
Strategist, BBH, New York

In 2012 we lost a great planner in Griffin
Farley. In his memory the ‘Griffin Farley
Search for a Beautiful Minds’ program was
started to give aspiring planners a chance
at a weekend long Planning bootcamp.
Angela was the hardworker who got the
program off the ground at BBH.

@angelahsun
4. AMBER HORSBURGH
Strategist, Big Spaceship, New York

Amber is on a mission to demystify the
world of Digital Strategy for all. After
creating popular presentation, ‘Explain
Digital Strategy to your mum,’ she went on
to become a regular contributor at
Skillcrush, taking out the complexity of
digital. She teaches digital strategy and
Google Analytics for planners at Skillshare.
At Big Spaceship she helps lead the digital
strategy for Axe, Youtube & GoGosqueeZ. 

@amberhorsburgh
5. BEN PHILLIPS
Senior Strategist, Work Club, London   

Ben’s a senior strategist at Work Club in
London, Campaign magazine’s Digital
Agency of the Year in 2012. This year with
the team developed the global brand
strategy and launch campaign for Sony’s
Music Unlimited streaming service. In the
last couple of years he’s run digital strategy
seminars in Kenya and in the Ukraine (and
even had a 3 minute segment on the
Ukrainian business news!)

@Ben_Phillips
6. BUD CADDELL
Senior Strategist, Undercurrent, LA

Last year Bud set up Deutsch’s Innovation
Unit  Invetion.st. The department gave
brands opportunities to create products in
a short burst of time. In the role he helped
create Smile Drive for Volkswagen which
was an Android App, which blended
location based data rewards and social
features. At the end of the year he moved
over to Undercurrent to help set up their
LA office.

@bud_caddell
7. CLAY PARKER JONES
Partner, Undercurrent, NYC

Clay was promoted to Strategy Director to
Partner at digital strategy agency
Undercurrent last year  with the new
promotion he also dropped this amazing
knowledge bomb of How strategists can
level up. This guide was super helpful in
helping Digital Strategist map out their
career.

@clayparkerjones
8. COLEEN LEDDY
Group Comms Strategist, Droga5, NYC

Droga5 is one of New York’s fastest
growing companies with some massive new
business wins in 2013 that included
UnderArmour, Chobani, Spotify and
MakerBot. Colleen has been tasked with
setting up the Communications Planning
discipline at Droga5.

@colleddy
9. EMILY SEGAL
Co-Founder, K-Hole, New York

K-Hole did what a lot of agencies had
wanted to do for the last couple of years give the trend forecasting industry a big
kick in the nuts. They did this by creating a
youth trend forecasting report that is both
ironic and completely on point for todays
youth.

@khole_emily
10. GARETH KAY
Partner, Zeus Jones, San Francisco    

Having left Goodby Silverstein and
Partners as Chief Strategy Officer after 4
and half years,  Gareth has taken up the
position of Partner at the new San
Francisco outpost of digital ad agency Zeus Jones. As more ad dollars start rolling
in from Silicon Valley expect to see more
agencies focus in on San Francisco. We did
an interview with Gareth mid last year. 

@garethk
11. HEATHER LEFEVRE
Group Director, CP+B, Miami

Heather began her all famous planner
survey 8 years ago as a side project. It has
grown to be the definitive source of
information on the discipline globally. 
After working in several agencies in the
United States and Europe she relocated to
Miami last year where she now works as
Group Director at CP+B on Best Buy,
MetLife and Arby's.

@hklefevre
12. HEIDI HACKEMER
Director of Brand, Motorola, SF

After years at BBH in NYC and a stint as a
freelancer for agencies like Droga 5,
Anomaly and Fallon, Heidi has recently
taken on a new role. As Director of Brand at
Motorola's Advanced Technology and
Projects group, Heidi and her team is intent
on making the future especially through the
lens of the mobile space. Heidi’s most
recent public projects have been Motorola
Spotlight Stories and Project Ara. 

@uberblond 


save the date 22.02.14
13. JOEL PEARSON
Innovation Director, PHD, London 

Dove’s Sketches was one of last years most
successful viral campaign. Joel Pearson was
the brains behind its launch. In control of
looking after the Communication Planning
for Unilever, you know that Joel will be
looking for another follow-up hit to Dove
Sketches. We interviewed Joel about the
Dove Sketches campaign last year  check it
out here.

@JoelyRighteous
14. JONAS THAYSEN
Senior Strategist, AKQA, London

After being the planning lead on the global
Adidas football social account at Glue
London Jonas is now at AKQA working
across Nike football and the Mondelez
global business. Together with his colleague
Neil Dusuki he is in the midst of writing an
article on‘the role of strategy in agile
product development environments’ to be
published in spring.

@jnsthsn
15. KATIE DREKE
Strategy, Nike, Portland

Katie Dreke has just made the move to Nike
in Portland after finishing up a stint as the
Director of Technology & Innovation for
Droga5 Sydney. Her mandate there was to
push the boundaries of what can be done
effectively with digital marketing and to
guide all clients into emerging and
sometimes uncomfortable new Brand
behaviors. We are looking forward to
seeing what she does at Nike. 

@katiedreke
16. KATIE MACKAY
Joint Head of Strategy, Mother, London 

Katie is a long-standing Mother strategist
running Ikea and Diageo. Besides creating
award winning strategies, Katie has drawn
attention with a range of interesting
projects. Besides whatkatiewore.com on
which she featured her retina-searingly
bright outfits she helped spark a
conversation about feminism, equality and
choice with the Elle‘Make them Pay
campaign. She was interviewed on BBC too. 

@whatkatiewore
17. MARK LESTER
Strategist, Carat, New York   

Mark began his career working with the the
UK government to help shape the teacher
recruitment and cyber bullying campaigns  
winning a IPA Effectiveness award in the
process. Since moving to New York he's
handled the comms planning for new
campaigns for Crown Royal and Johnnie
Walker  and worked with Diageo and
Playstation to redesign their planning
processes for the modern world.

@Lestermarky
18. MARK MACSMITH
Digital Planning Director, VML, Sydney    

Mark was one of the founding members of
Aden Hepburn’s Australian off shoot of
digital global agency VML. The agency has
put Australia on the map for a breakthrough digital work like Nutri-Grain RFID
Skate Park and more recently Ajax Social
Wipes which Mark has been a big part of.
With Commonwealth Bank switching over
digital duties to VML this year look for
more great work to.

@culturepicnic
19. ROB CAMPBELL
Head of Strategy, W + K, Shanghai  
   
Needless to say Rob is one of the most
famous brains in our industry. In his blog
The musings of an opionated sod he writes
about his day to day experiences. He has a
special gift to frame facts, insights, tips and
observations in amusing ways. Special tip:
he also has a fantastic Instagram feed.
Follow him for daily laughs. We had the
honor to interview Rob in 2013 on
‘Prostitutes, Priests and Planning’

@Robertc1970
20. RORY SUTHERLAND
Vice Chairman, Ogilvy UK, London      

Rory is one of the leading thinkers when it
comes to bringing the discipline
Behavioural Economics into Planning. He
has continued to help both the planning and
business world understand the benefits of
looking at business problems through the
lense of behavioural economics.

@rorysutherland
21-30
Aisea Laungaue
Agent, CAA, LA
@aisea

Dino Demopoulos
VP, Strategy & Innovation, Tribal DDB
@chroma

Anibal Casso 
Strategy Director, W+K, Portland
@anibalcasso

Dylan Williams  
CSO, Mother, London
@dylanwil

Antony Young
President, Water Cooler Group, NY
@antonyyoung

Edward Cotton  
Strategy & Innovation, Butler Shine, NYC
@cotton

Amber Finlay, 
Director of Comms, Converse, Boston
@its_amber

Emma Brooks  
Digital Strategist, Zulu Alpha Kilo, Toronto
@ejbrooks

Christine Chen 
Director of Communication Strategy GSP,
San Francisco 

Gareth Goodall  
CSO, Anomaly, NYC
@GarethGoodall
31-40
Gerald Hensel  
Strategy Director, S&F, Hamburg
@ghensel

Kirsty Saddler  
Head of Strategy, BBH, London
@keava

Iqbal Mohammed  
Digital Strategy Director, Publicis, Munich
@misentropy

Leon Phang  
Teaches Planning at Berghs, Stockholm
@theplanninglab

Jonny Bauer  
Head of Strategy, Droga5, New York
@jonnybauer

Martin Weigel  
Head of Planning, W+K, Amsterdam
@mweigel

Justine Feron
Planner, TAXI, Toronto 
@justinecferon

Mel Exon  
Co-Founder @BBHLabs, London
@melex

Katy Alonzo  
Senior Strategist, Anomaly, NYC
@plingyplang

Michael Goldstein  
Creative Digital Planner, Chi & Partners, NY
@MickeyG77
41-50
Michael Paredrakos  
Strategic Planner, Bold Ogilvy, Athens
@mpared

Shawn Shahani  
Social Strategist, Havas, NYC
@shawnshahani

Mike Arauz  
Partner, Undercurrent, NYC
@mikearauz

Sarah Watson  
Chief Strategy Officer, BBH, NYC
@Sarahmwatson

Nick Barham  
CSO, Chiat Day, Los Angeles
@NickFBarham

Theo Erasmus  
Strategy Director, Gloo  Cape Town
@FlyingParamedic

Nina Rieke  
Exec. Strategy Director, DDB Tribal, Berlin
@ninarieke

Tim Malbon  
Co-founder, Made by Many, London 
@malbonster

Rebecca Stambanis  
Global Strategy Director, W+K, Portland
@rstambanis

Tom Morton  
Chief Strategy Officer, GSP, NYC
@tommorton
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50 planners to watch in 2014 - The Planning Salon

  • 1. 50 PLANNERS TO WATCH IN 2014 JULIAN COLE & LIANE SIEBENHAAR The Planning Salon.
  • 2. A FEW WORDS AHEAD The Planning Salon is a platform for all planners around the world to meet and learn from our industry's greatest minds. We started in 2013 to showcase some of the biggest stars of the industry, guests such as Gareth Kay, Rob Campbell and Heather LeFevre. One year and 10 hangouts later we bring the first Planning Salon initiative of 2014: The 50 Planners to watch in 2014. Rather than rating blog views, Twitter followers or other unreliable performance indicators, we picked people who produce interesting content and innovations. People we’d like to have a coffee and hangout with. The people we think we can learn from in 2014. Thanks to Tangerine for helping collate the list. And yes, since this is completely subjective and incomplete we put everybody in alphabetical order. The first 20 feature people we either already interviewed or we plan to on The Planning Salon. And then the 31 - 50 list is more of a short and quick overview of more planners who we’d like to pick their brains … but we ran out of ink.
  • 3. 1. ADAM FERRIER Partner, Cummins Ross, Melbourne Probably the most famous Consumer Psychologist in the world, Adam made the big move last year from Naked Communications that he founded in Australia, to join Cummins Ross - a full service creative and media agency. @adamferrier
  • 4. 2. ANA ANDJELIC Head of Digital Strategy, Spring Studios, New York Ana  has  made  a  lot  of  leaps  in  her  life.  The  biggest   one  was  across  the  Atlan7c  ocean.  This  was   followed  by  the  leap  from  academia  (where  she  got   her  Ph.D.)  to  the  world  of  digital  media.  Then  came   the  leap  to  adver7sing  (didn't  like  it).  Then  came   digital  brand  posi7oning  projects  for  luxury  and   fashion  brands.  Now  Ana  is  Head  of  Digital  Strategy   at  Spring  Studios,  where  she  works  with  the  top   talent  to  use  digital  technology  to  solve  business   problems  for  retail  brands  like  Target,  Armani  and   Tom  Ford.      @andjelicaaa
  • 5. 3. ANGELA SUN Strategist, BBH, New York In 2012 we lost a great planner in Griffin Farley. In his memory the ‘Griffin Farley Search for a Beautiful Minds’ program was started to give aspiring planners a chance at a weekend long Planning bootcamp. Angela was the hardworker who got the program off the ground at BBH. @angelahsun
  • 6. 4. AMBER HORSBURGH Strategist, Big Spaceship, New York Amber is on a mission to demystify the world of Digital Strategy for all. After creating popular presentation, ‘Explain Digital Strategy to your mum,’ she went on to become a regular contributor at Skillcrush, taking out the complexity of digital. She teaches digital strategy and Google Analytics for planners at Skillshare. At Big Spaceship she helps lead the digital strategy for Axe, Youtube & GoGosqueeZ. @amberhorsburgh
  • 7. 5. BEN PHILLIPS Senior Strategist, Work Club, London    Ben’s a senior strategist at Work Club in London, Campaign magazine’s Digital Agency of the Year in 2012. This year with the team developed the global brand strategy and launch campaign for Sony’s Music Unlimited streaming service. In the last couple of years he’s run digital strategy seminars in Kenya and in the Ukraine (and even had a 3 minute segment on the Ukrainian business news!) @Ben_Phillips
  • 8. 6. BUD CADDELL Senior Strategist, Undercurrent, LA Last year Bud set up Deutsch’s Innovation Unit  Invetion.st. The department gave brands opportunities to create products in a short burst of time. In the role he helped create Smile Drive for Volkswagen which was an Android App, which blended location based data rewards and social features. At the end of the year he moved over to Undercurrent to help set up their LA office. @bud_caddell
  • 9. 7. CLAY PARKER JONES Partner, Undercurrent, NYC Clay was promoted to Strategy Director to Partner at digital strategy agency Undercurrent last year  with the new promotion he also dropped this amazing knowledge bomb of How strategists can level up. This guide was super helpful in helping Digital Strategist map out their career. @clayparkerjones
  • 10. 8. COLEEN LEDDY Group Comms Strategist, Droga5, NYC Droga5 is one of New York’s fastest growing companies with some massive new business wins in 2013 that included UnderArmour, Chobani, Spotify and MakerBot. Colleen has been tasked with setting up the Communications Planning discipline at Droga5. @colleddy
  • 11. 9. EMILY SEGAL Co-Founder, K-Hole, New York K-Hole did what a lot of agencies had wanted to do for the last couple of years give the trend forecasting industry a big kick in the nuts. They did this by creating a youth trend forecasting report that is both ironic and completely on point for todays youth. @khole_emily
  • 12. 10. GARETH KAY Partner, Zeus Jones, San Francisco     Having left Goodby Silverstein and Partners as Chief Strategy Officer after 4 and half years,  Gareth has taken up the position of Partner at the new San Francisco outpost of digital ad agency Zeus Jones. As more ad dollars start rolling in from Silicon Valley expect to see more agencies focus in on San Francisco. We did an interview with Gareth mid last year. @garethk
  • 13. 11. HEATHER LEFEVRE Group Director, CP+B, Miami Heather began her all famous planner survey 8 years ago as a side project. It has grown to be the definitive source of information on the discipline globally. After working in several agencies in the United States and Europe she relocated to Miami last year where she now works as Group Director at CP+B on Best Buy, MetLife and Arby's. @hklefevre
  • 14. 12. HEIDI HACKEMER Director of Brand, Motorola, SF After years at BBH in NYC and a stint as a freelancer for agencies like Droga 5, Anomaly and Fallon, Heidi has recently taken on a new role. As Director of Brand at Motorola's Advanced Technology and Projects group, Heidi and her team is intent on making the future especially through the lens of the mobile space. Heidi’s most recent public projects have been Motorola Spotlight Stories and Project Ara. @uberblond save the date 22.02.14
  • 15. 13. JOEL PEARSON Innovation Director, PHD, London Dove’s Sketches was one of last years most successful viral campaign. Joel Pearson was the brains behind its launch. In control of looking after the Communication Planning for Unilever, you know that Joel will be looking for another follow-up hit to Dove Sketches. We interviewed Joel about the Dove Sketches campaign last year  check it out here. @JoelyRighteous
  • 16. 14. JONAS THAYSEN Senior Strategist, AKQA, London After being the planning lead on the global Adidas football social account at Glue London Jonas is now at AKQA working across Nike football and the Mondelez global business. Together with his colleague Neil Dusuki he is in the midst of writing an article on‘the role of strategy in agile product development environments’ to be published in spring. @jnsthsn
  • 17. 15. KATIE DREKE Strategy, Nike, Portland Katie Dreke has just made the move to Nike in Portland after finishing up a stint as the Director of Technology & Innovation for Droga5 Sydney. Her mandate there was to push the boundaries of what can be done effectively with digital marketing and to guide all clients into emerging and sometimes uncomfortable new Brand behaviors. We are looking forward to seeing what she does at Nike. @katiedreke
  • 18. 16. KATIE MACKAY Joint Head of Strategy, Mother, London Katie is a long-standing Mother strategist running Ikea and Diageo. Besides creating award winning strategies, Katie has drawn attention with a range of interesting projects. Besides whatkatiewore.com on which she featured her retina-searingly bright outfits she helped spark a conversation about feminism, equality and choice with the Elle‘Make them Pay campaign. She was interviewed on BBC too. @whatkatiewore
  • 19. 17. MARK LESTER Strategist, Carat, New York    Mark began his career working with the the UK government to help shape the teacher recruitment and cyber bullying campaigns   winning a IPA Effectiveness award in the process. Since moving to New York he's handled the comms planning for new campaigns for Crown Royal and Johnnie Walker  and worked with Diageo and Playstation to redesign their planning processes for the modern world. @Lestermarky
  • 20. 18. MARK MACSMITH Digital Planning Director, VML, Sydney     Mark was one of the founding members of Aden Hepburn’s Australian off shoot of digital global agency VML. The agency has put Australia on the map for a breakthrough digital work like Nutri-Grain RFID Skate Park and more recently Ajax Social Wipes which Mark has been a big part of. With Commonwealth Bank switching over digital duties to VML this year look for more great work to. @culturepicnic
  • 21. 19. ROB CAMPBELL Head of Strategy, W + K, Shanghai       Needless to say Rob is one of the most famous brains in our industry. In his blog The musings of an opionated sod he writes about his day to day experiences. He has a special gift to frame facts, insights, tips and observations in amusing ways. Special tip: he also has a fantastic Instagram feed. Follow him for daily laughs. We had the honor to interview Rob in 2013 on ‘Prostitutes, Priests and Planning’ @Robertc1970
  • 22. 20. RORY SUTHERLAND Vice Chairman, Ogilvy UK, London       Rory is one of the leading thinkers when it comes to bringing the discipline Behavioural Economics into Planning. He has continued to help both the planning and business world understand the benefits of looking at business problems through the lense of behavioural economics. @rorysutherland
  • 23. 21-30 Aisea Laungaue Agent, CAA, LA @aisea Dino Demopoulos VP, Strategy & Innovation, Tribal DDB @chroma Anibal Casso Strategy Director, W+K, Portland @anibalcasso Dylan Williams   CSO, Mother, London @dylanwil Antony Young President, Water Cooler Group, NY @antonyyoung Edward Cotton   Strategy & Innovation, Butler Shine, NYC @cotton Amber Finlay, Director of Comms, Converse, Boston @its_amber Emma Brooks   Digital Strategist, Zulu Alpha Kilo, Toronto @ejbrooks Christine Chen Director of Communication Strategy GSP, San Francisco Gareth Goodall   CSO, Anomaly, NYC @GarethGoodall
  • 24. 31-40 Gerald Hensel   Strategy Director, S&F, Hamburg @ghensel Kirsty Saddler   Head of Strategy, BBH, London @keava Iqbal Mohammed   Digital Strategy Director, Publicis, Munich @misentropy Leon Phang   Teaches Planning at Berghs, Stockholm @theplanninglab Jonny Bauer   Head of Strategy, Droga5, New York @jonnybauer Martin Weigel   Head of Planning, W+K, Amsterdam @mweigel Justine Feron Planner, TAXI, Toronto @justinecferon Mel Exon   Co-Founder @BBHLabs, London @melex Katy Alonzo   Senior Strategist, Anomaly, NYC @plingyplang Michael Goldstein   Creative Digital Planner, Chi & Partners, NY @MickeyG77
  • 25. 41-50 Michael Paredrakos   Strategic Planner, Bold Ogilvy, Athens @mpared Shawn Shahani   Social Strategist, Havas, NYC @shawnshahani Mike Arauz   Partner, Undercurrent, NYC @mikearauz Sarah Watson   Chief Strategy Officer, BBH, NYC @Sarahmwatson Nick Barham   CSO, Chiat Day, Los Angeles @NickFBarham Theo Erasmus   Strategy Director, Gloo  Cape Town @FlyingParamedic Nina Rieke   Exec. Strategy Director, DDB Tribal, Berlin @ninarieke Tim Malbon   Co-founder, Made by Many, London @malbonster Rebecca Stambanis   Global Strategy Director, W+K, Portland @rstambanis Tom Morton   Chief Strategy Officer, GSP, NYC @tommorton