Member Article

Strategic thinking behind new Tangerine appointment

Tangerine PR has boosted its strategic offering with the appointment of Adele Wilson to the newly created role of head of strategic insight and planning.

She has held senior planning roles in leading creative firms including CheethamBell JWT and McCanns, and will be developing the agency’s strategic offer across the B2C and B2B teams.

Sandy Lindsay, Tangerine’s founder and group MD, said: “Tangerine is all about delivering creative campaigns that drive tangible business benefits, so we’ve always taken a very insights-driven, strategic approach with everything we do.

“Creating a dedicated team that is solely focused on insights and planning has been a natural next step – andbeing a bigger agency means that we can have specialists doing what they’re good at, making Adele the perfect fit for us.”

Ms Wilson has provided marketing consultancy and strategic planning to national and international blue chip brands for nearly 30 years, spending the last 12 years agency-side.

She specialises in developing integrated communications strategies and multi-award winning campaigns for high profile B2C and B2B brands, and has worked with the likes of Budweiser, Durex, Dr. Oetker and Novartis.

Commenting on her appointment, Ms Wilson said: “PR has been going through a very interesting transition over the past decade. Rather than just being part of the marketing mix, PR – when done well – is a driving force, providing the strategic direction for integrated, multi-channel campaigns fuelled by channel neutral creative ideas and engaging content.

“Tangerine has been at the forefront of this shift and acts as a lead strategic agency for the majority of its broad client portfolio.

“After another year of tremendous growth, the agency recognised a clear opportunity for a dedicated strategic planning function to make a real difference for its clients and I’m incredibly excited about working with the team to shape this new offer.”

This was posted in Bdaily's Members' News section by Simon Malia .