CHE says four needed to replace one

Melbourne based agency CHE proximity has appointed four people to the previously single role of executive planning director because it believes the communications environment is now too complicated for any one person to lead the process.

The Clemenger subsidiary includes clients such as Foxtel and Mazda. CHE Proximity managing partner Chris Howatson told Mumbrella that four people filling one former role were needed for clients due to increased market fragmentation.

He believes the focus is now on convincing consumers to switch brands rather than stick with ones they are aligned with. He said: “The audience needs to be focused on and we are addressing that by creating four roles instead of one. The reason we have gone from one person to four roles is that the communication challenges of today are far more complex than they were yesterday.

“It’s more about customer value, not just customer volume, and more profit will come more from value than volume and that’s why we have four people in their new roles.”