Fraser Begins Making Plans for Holland Mark

Holland Mark Edmund Ingalls is reintroducing account planning to its suite of services, albeit in a somewhat unorthodox fashion.
Jim Fraser has joined the Boston shop on an open-ended consulting basis to help chief executive Bill Davis form a strategy for incorporating the discipline over the long term, with an eye toward integrating planning across all departments.
Fraser has nearly 20 years in the field and is the owner of Unwig Wittering & Zigo, a planning firm in Edinburgh, Scotland. He has also served as a director of Red Spider, an international association of planners credited in the mid-1990s with formalizing the planning process, which uses various research techniques to bring the “voice of the consumer” to the creative process.
So far at Holland Mark, Fraser has worked closely with creative staffers and met with clients–notably Radisson Hotels–in an effort to bring planning back into the agency fold.
For Radisson, he’s attempting to “re-energize the brand” by meeting with the global hotel chain’s senior management in Brussels in preparation for an upcoming image effort, Fraser said.
Davis said he hopes Fraser will work with Holland Mark indefinitely. But there is a possibility he will be asked to hire and train a permanent, in-house planning staff.
The agency, which at nearly $200 million in overall billings is the largest traditional media-driven shop in the region, has not had a planning function since Tina Sutton resigned. She had been vice president of planning and research, and left Holland Mark in 1998 to form her own fashion consultancy. Her post was never filled, and Ingalls account planning director Jonathan Lee left for DiMassimo Brand Advertising, New York, before Holland Mark’s buyout of Ingalls was completed last year. K