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MediaCom UK Appoints James Parnum as Head of Planning

With over 15 years of experience, James Parnum will lead MediaCom’s planning teams to deliver the ‘Seeing the Bigger Picture’ vision

MediaCom UK is announcing the appointment of James Parnum as Managing Partner and Head of Planning, as it looks to deliver on its ‘Seeing the Bigger Picture’ vision.

Parnum has over 15 years of media planning experience and has been at MediaCom since 2015, overseeing the Tesco Group account in helping transform the brand through successful long-term campaign planning. Under his leadership, the Tesco Group account won three Grands Prix in three years at Cannes Lions, Thinkbox and, most recently, IPA Effectiveness as well as Media Week & Campaign Media awards.

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Prior to his role at MediaCom, he helped to build some of Britain’s biggest brands including John Lewis and Waitrose at MGOMD.

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In addition to his role as planning lead on the Tesco Group account, Parnum will now be central to delivering the Seeing the Bigger Picture vision across the agency. This is the application of MediaCom’s unique ‘Systems Thinking’ philosophy and technology to all marketing levers: combining media, message and data to design communication strategies that deliver short-term results and help brands build for the future.

Parnum will also be responsible for building a vibrant community of planners across MediaCom, helping to improve their skills and knowledge to create planners fit for the future. He will work closely with the other agency departments, including Systems Strategy, Creative Systems and Systems Intelligence to create planning narratives to help MediaCom’s clients stand out and reach the right audiences with inventive content.

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James Parnum, Head of Planning, MediaCom UK said: “MediaCom has the brightest, most creative and forward-facing planners in the industry, so it gives me great pride and honour to take on this role. Innovative, intuitive and agile planning has never been more important to brands following the disruption of the pandemic and this is something we’re taking incredibly seriously. It’s my mission to put the pride back into planning, and with over 290 planners at MediaCom there is no question too challenging for us to solve.”

Geoff De Burca, Chief Strategy Officer of MediaCom UK said: “An experienced and practiced industry expert, James has everything we need to continue MediaCom’s drive towards becoming famous for digital and delivering on our Seeing the Bigger Picture vision. He has a huge passion for all forms of planning from strategy to execution and everything in between and we are excited to see how James will help shape and deliver MediaCom’s digital vision.”

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