A key player in Bartle Bogle Hegarty's recent Sony PlayStation win is assuming a bigger role.
Julian Cole, a strategy director at the New York shop, is now head of communications planning. In his new position, he continues to report to both chief creative officer John Patroulis and chief strategy officer Sarah Watson, who oversees a 10-person department.
"A big part of how we won PlayStation is how we drove the idea through in all the different channels," said Watson, who also noted the complexity of working across different game titles and aspects of the console brand. "The challenge they laid down to us: How do we all make it build one idea, one thing?"
"[Cole] was a very big part of how we made sense of all that backend," Watson explained. Bigger picture: Watson cited Cole's knack for working more closely with creative teams than many in his discipline.
"Planners don't always get invited right into the heart of the creative process. We're always involved in very strong partnership, but sitting with teams at the moment where they're literally writing ideas…Julian really won their trust," Watson said. "People really started to use him if they wanted to architect a digital idea or anything nontraditional."
Cole joined the Publicis Groupe shop two years ago after stints working on social and digital strategy at Sydney, Australia, shops The Conscience Organisation and The Population, and Naked Communications in Melbourne.
His latest role is designed to help BBH better incorporate numerical discipline into the development of creative ideas, Watson said. “From our perspective, it's going to be very powerful in that it's going to tighten up how we can sell different types of work,” she said.