NEW YORK GM Planworks, a unit of Publicis Groupe's Starcom MediaVest Group, has become the latest agency to appoint an executive to oversee buying across all media platforms with the promotion of Mike Rosen to the new position of president of investment and activation.
In a related move, the shop advanced Mary Carpenter to the new post of president, strategy and operations. In that role, Carpenter will oversee planning for all General Motors divisions.
Both executives report to Planworks chief executive Dennis Donlin.
Several other agencies—including Omnicom Group's PHD, Interpublic Group's Initiative and Publicis Groupe's Starcom—have in recent months appointed executives to oversee buying across all media channels. The shops have taken this approach to foster media neutrality as they strive for more cost-efficient, integrated and targeted buying programs.
As part of a reorganization among Planworks buying units, Rosen will implement a "content-centric approach to the business," the agency said, establishing teams with expertise across an array of media and specific content areas, such as sports and multicultural marketing.
Rosen, 45, joined Planworks last year after the agency won General Motors' $3 billion-plus U.S. buying assignment in a shootout with incumbent MediaWorks, a unit of IPG. Prior to his elevation to president, Rosen was chief investment officer, responsible for overseeing the Video Investment Group, the shop's New York-based buying hub for national broadcast, cable and on-demand video. He had previously been at MediaWorks as svp, broadcast and cable buying.
In her prior role as evp, chief strategy officer, Carpenter, 41, managed day-to-day strategic operations at Planworks. She held that post since joining the company at its launch in 2000.
"Mike is emblematic of the next generation of investment talent that can see and manage opportunity in a more free-form content environment," said Donlin. "And Mary has been at the center of the organization since its inception and has shaped the strategic approach for each of the divisions."