23red is beefing up its senior management with the appointment of former ZAK chief strategy officer Susan Poole as head of strategy.
Reporting to 23red chief executive and founding partner Jane Asscher, Poole will be responsible for developing strategies that underpin individual and organisational behaviour change.
She started her career at Burkitt DDB in 2000 and then held senior planning roles at Grey London, DLKW Lowe and Havas Worldwide London before joining independent creative agency ZAK as CSO in 2015. Poole left the agency in May to go freelance.
In her new role, she will lead and develop the agency’s strategy, planning and insight capability through recruitment, training, and development. One of Poole’s main objectives is to drive an effectiveness culture within the agency through measurement and evaluation, as well as securing industry awards.
Poole will also help drive behaviour change strategies for key clients including Thames Water, NHS Blood and Transport and Public Health England, as well as support 23red’s new business drive.
Asscher said: “We are delighted that Susan has chosen to join the team. She is a real expert in behavioural economics and is a leading light on emerging futures including the role of AI in our industry. We have no doubt her experience in both planning and leading will drive our strategic offering to the next level.”
Susan added: “23red’s ethos on changing behaviour for the better is a real passion of mine and I can’t wait to work on projects that make a real difference to people’s lives.”
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