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Mindshare has appointed Alistair Green, a planning director at BBH who headed up the Unilever and Diageo accounts, as Head of Strategy. Green is taking the reins of the strategy function of Mindshare's Business Planning department. He'll be responsible for continuing to develop Mindshare's ‘Modern Storytelling' planning framework across the agency's clients.

Green, who will be based in London, reports into Chief Strategic Officer Kim Douglas. His is the third appointment since June for Mindshare's Business Planning department, following McKinsey's Giovanni Romero and Naked's Anthony Swede. Each appointment further bolsters Mindshare's offering of the right balance of knowledge and imagination for their clients.

On the move from creative agency to media, Green says "since communication has changed from being brand centric to being built on consumer insight and enriching existing consumer behaviour, media agencies are streets ahead - they've always understood consumer behaviour better than anyone else.  The most forward thinking media agencies, like Mindshare, have applied this same consumer understanding to what consumers participate in, interact with and socialise around.  My aim is to help build a department that will deliver exactly that".

Kim Douglas, Chief Strategic Officer, said on the appointment, "To be able to attract talent like Alistair is really important. Media has always been important, but with the rate of change, it's now more interesting and exciting for people from other areas of the market too. Alistair has been one of the best performing planners in the ad business, he's done some outstanding work at BBH and for us to have him come and do that for Mindshare says to me we are in both a great and lucky position, as a company and as a sector".