Lida has filled the role left vacancy by the exit of strategy chief Mark Hancock by luring TMW group planning director Richard Pentin.
Hanock left the agency by “mutual consent” in January, two years after taking up the post of head of strategy.
Reporting into chairman and chief strategy officer Matthew Heath, Pentin will be integral to the agency’s planning department and strategic capabilities across clients such as O₂ and comparethemarket.com.
He started his career at the Direct Marketing Practice in 1994, before switching to Proximity London in 1998, and then moved to Partners Andrews Aldridge as group account director, staying five years.
Pentin then freelanced at both Chemistry and TMW, before joining the latter as a senior planner in 2007. He was promoted to group planning director nearly four years ago. He has also been an active member of the IAB Social Media Council since 2009.
During his time at TMW, Pentin managed the planning department and was responsible for the agency’s strategic direction across a raft of high profile clients including Sony Mobile, Sony Professional, Infiniti, Unilever and Nissan.
Heath (pictured right with Pentin) said: “The strategies that answer today’s client briefs need to keep pace with new tech and an economically-savvier consumer. Richard’s extensive insight and knowledge around building and implementing large, global CRM, digital and social strategies will add another dimension to the agency and the work we produce.”
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