Ogilvy L.A. Hires Planning Chief

Ex-Deutsch executive charged with building department

Alasdair Lloyd-Jones, lead account planner for the Mitsubishi Motors account at Deutsch/ LA, is moving to Ogilvy & Mather, here, to build the planning department.

Lloyd-Jones, 37, will join the shop’s Culver City, Calif., office June 16 as director of planning, a new post.

Ogilvy’s Rick Roth said the shop, which has grown from 60 to 130 staffers in the past year and counts among its clients Motorola, Mattel and Cisco, had been looking to fill the post since before he was named president in January 2002.

“We’re very committed to making a planning department that will deliver the same kind of strategically guided work we do everywhere else,” Roth said. “We needed more attention in this area and more leadership in this area.”

Lloyd-Jones said he hopes to add four more planners to the department within the next year.

The one staffer in Ogilvy’s L.A. planning department is senior account planner Claudine Murphy, whose expertise is youth culture, Roth said.

Lloyd-Jones will report to Roth; Dan Burrier, the office’s chief creative officer; and Tony Wright, chief planning and strategy officer at Ogilvy North America in New York.

At Deutsch, Lloyd-Jones oversaw work behind the launch of Mitsubishi’s last five vehicles, the Lancer, Outlander, Eclipse, Endeavor and Lancer Evolution.

He said the opportunity to run a department led him to Ogilvy. “I felt it was time to play a leadership role and be culpable for all of the actions I take,” Lloyd-Jones said.

Before joining Deutsch three years ago, the Englishman worked at Royds [now McCann-Erickson] in Manchester, Young & Rubicam in London and the former Osprey Communications in London.