A SALE-based integrated communications agency has announced the launch of a new strategic planning division.

The launch of the division at One aims to bring the more value to clients by helping them to define strategic objectives and provide greater focus in on-going projects with audience insights.

This follows the promotion of One's account director, Claire Keegan, to the strategic planner position at the firm.

Ms Keegan will lead the strategic planning division's new team.

Over the last 12 months Ms Keegan has also overseen the introduction of a a formal planning function at One and created and introduced the agency's own structured model.

She said: “I’m looking forward to getting started with strategic planning as a dedicated role and can’t wait to see the positive impact across the agency’s client portfolio.”

Wayne Silver, managing director at One, added: “This latest move is in recognition of Claire’s achievements in establishing planning as a key integrated service offering for clients.

“Her new role is enabling her to formalise the way we approach all projects. An audience-first, strategic approach to all work is giving us a real edge when it comes to marketing effectiveness.”

The latest announcement from One also follows a significant restructuring of the agency's service portfolio last year.

This move split the firm's offering into 12 core areas, including advertising, data analytics and content marketing.

The creation of the new division means that strategic planning will now not only form one of One's 12 core areas but further become a dedicated division within the agency.

Ms Keegan said: The work we’ve done since offering strategic planning as a service to clients has had a significant impact on both our own and clients’ business.

"It’s helping us approach client projects with laser-sharp focus and is also enabling us to accurately report the effectiveness of our work.

“It’s about taking an analytical and strategic approach to setting up activity and projects, rather than taking any existing knowledge of audiences for granted.

"Not only is this its own function, but it will also help us get off to the best start on a range of different projects, whether it be a rebrand, PR project or advertising campaign."

One was founded in 1973 and is based in Dane Road, Sale.

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