LOS ANGELES-Former Martin Agency account planner Mark Tall has returned to the West Coast as director of planning at Ground Zero.
Tall succeeds fellow Englishman Andrew Gledhill, who was promoted earlier this year to president of the Marina del Rey, Calif., agency.
An account planner for the past 10 years in England and the U.S., Tall last worked in California two years ago as a partner and associate planning director at J. Walter Thompson, San Francisco. His work there for the San Francisco AIDS Foundation was honored with a Gold Award from the Account Planning Group in 1997.
Ground Zero executives said it was crucial to find the right person to lead the planning department, which is expected to double to four planners in the next few weeks.
"Planning has always underpinned our philosophy of celebrating the Soul of the Brand," said managing partner Jim Smith. "But we were keen not just to get yet another English planning director. ... Mark is a cultural and chemical good fit for us and for our clients."
Added Gledhill: "Someone of Mark's caliber can only increase the strategic firepower we can offer our clients."
Tall has already begun projects for three clients: video game maker Activision, ESPN and City National Bank.
"Ground Zero's work principles and decision to uncover the Soul of the Brand were like a siren song to me," Tall said. "I hope to help the agency create even more distinctive, insightful and effective work."
At Martin, Richmond, Va., Tall worked on Timberland and Finlandia Vodka.