Blue 449 combines head strategy and planning roles under Zara Cobb

Publicis-owned Blue 449 has elevated Zara Cobb, head of planning, to a combined head of strategy and planning role just two months after former head of strategy Ian Czencz left the agency.

Zara Cobb takes on the combined planning and strategy role

The move puts Cobb in the driver’s seat as the agency continues to adopt Blue 449 operations and practices after the agency was rebranded from Match media earlier in the year.

Cobb, former head of the Westpac team at Mediacom, joined the agency two years ago and has been in charge of integrating Blue 449’s data and analytics products into the day-to-day planning process for clients.

She has also lead the agency’s successful bids for the Tourism New Zealand and Royal Caribbean Cruises accounts.

The agency has been driving its “open source” approach which encourages using outside resources to service clients’ needs where they bring a broader understanding to the business.

Cobb said the newly combined role would be a welcome challenge.

“I am beyond thrilled to step into this role and help establish a market leading product within the global Blue 449 process,” Cobb said.

“In a rapidly changing media landscape the Blue 449 approach is a refreshing, creative, and unique approach which champions collaboration, creativity, and data to produce work that really works for our clients. I am excited for this next chapter and for the opportunities it is going to unlock for both our existing clients as well as any new clients we welcome in the future.”

Czencz left the agency in June, after having joined Match a decade ago, creating opportunity for the internal restructure.


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