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Understanding a consumer’s lifestyle, not just media usage or preference, is fast becoming a major positioning for media agencies. Omnicom Group’s PHD USA is the latest to upgrade in that area, bringing in Peter Mears as svp, head of account planning for the U.S.
Mears, 33, has been with PHD for 11 years, including an eight-year stint with PHD UK, where he was media director. In 2001, he transferred to PHD Canada as head of communications channel planning and focused on accounts such as Unilever.
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