Andrews Takes Planning Helm At Saatchi

Saatchi & Saatchi Los Angeles has hired independent brand planning consultant Ingrid Andrews as its director of planning.
Andrews replaces Sally Reinman, who moved up last summer to head worldwide planning on the agency’s Toyota and Lexus accounts.
For the past three years, Andrews has worked in London and Cape Town, South Africa, as a consultant for agencies and clients on global brands, including British Airways, General Mills/Nestle, Smirnoff and Nestle’s Perrier mineral water. She also has extensive business planning experience in the petroleum and lubricants, finance and life assurance markets.
“Ingrid brings a fresh perspective on things from a whole different culture,” said Scott Gilbert, chief executive officer of the Torrance, Calif., shop.
Much of Andrews’ work has focused on new product development and brand positioning, where she has used her knowledge of psychographics (market segmentation by values).
In 1989, Andrews set up the first “Brand Futures” unit in London, which has since evolved into a team of psychographic planning consultants using the U.K.’s most reliable social trend data sources. Most recently she was director of a postgraduate business program at the University of Cape Town.
Separately, Saatchi continues its search for an executive creative director to replace Joe McDonagh, who left the agency this year for Ogilvy & Mather, Los Angeles [Adweek, Jan. 11]. Gilbert said he is expanding the search beyond the Saatchi network.
“We’ve got some good candidates,” he said, “but we’re still a few months away [from a decision].”
In the interim, senior creative director teams are leading the shop’s efforts.