Elms Leaves Carat to Become MB Media Head

Sue Elms has stepped up to lead Millward Brown's Global Media Practice, with the title of Executive Vice President. She joins from fellow WPP company Carat Insight where she spent five years as MD, a role now filled by her former Deputy Mark Greenstreet.

Elms, who previously served as MD and board director of Aegis Media UK, will be based in London and will report to Eileen Campbell, President of Global Development. Her new role was left vacant by Brian Jacobs, who left last month to restart his own media consultancy.

Before joining Carat, Elms was MD and worldwide board director at Initiative Media Futures. She worked earlier for Lintas and Leo Burnett, and is a former Chairman of the Media Research Group and member of several IPA advisory groups. She holds a B.A. and a postgraduate marketing degree from Kingston Polytechnic in the UK.

Campbell says she is delighted with the appointment: 'Increasingly, our clients are asking us to provide a holistic marketing perspective, including how creative communication and the manner in which that communication is deployed work together to build great brands. Sue's deep experience in developing and evaluating effective communications strategies will be invaluable to our progress in this area.'

Elms describes MB as 'the masters and pioneers of informing effective communications' and adds: 'I am looking forward to building on this by championing their media practice and leading its development into a more holistic and interactive world.'

Greenstreet joined Aegis Media in 1993 and became Deputy MD of Carat Insight in 2000. Nigel Sharrocks, CEO, Aegis Media UK & Ireland, paid tribute to Elms' contribution but pronounced himself 'delighted' with the promotion: 'It's great when we're able to promote from within. Mark's... influential thinking, management experience and client servicing skills make him ideally suited to take Carat Insight forward.'

Millward Brown is part of Kantar, WPP's insight, information and consultancy arm and is online at www.millwardbrown.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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