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Wavemaker UK promotes Andy Collins to Head of Planning

Wavemaker UK has promoted Andy Collins to the position of Head of Planning. Working alongside Head of Strategy, Monica Majumdar, and Head of Channel Planning, Emma Moorhead, Collins will lead the Communications Planning specialism, focusing on how clients ‘show up’ in media.  

The appointment forms part of Wavemaker UK’s Provocative Planning approach, which is designed to elevate the craft of media planning within the agency. To accommodate for the complexity of and fragmentation in the industry, the team, under the leadership of Chief Strategy and Planning Officer Elliott Millard, will join together three specialisms – Strategy, Communications, and Channel. 

In his new position, Collins will be responsible for formulating the most effective combination and phasing for each client plan. This aligns with Majumdar’s role to unlock growth opportunities by defining the audiences brands want to reach, and Moorhead’s, whose remit is to utilise deep expertise within the channel to deliver an effective platform plan. Ultimately, the new structure will cover all areas of the craft, allowing for a more fluid and agile client servicing model.

A 15-year veteran of the agency, Collins has held a variety of roles during his time at the agency, most recently as Strategy Partner. He has also worked across various industries, including finance, automotive, travel, entertainment, and FMCG clients. 

Collins commented: “The planning team sits in a unique and privileged position, having access to the entire process, from client briefs right through to PCA. It means we can truly shape how our clients’ brands show up in the real world and that’s incredibly exciting. It may sound cliché, but the world is becoming more complex and fragmented, in how people see and buy products, engage with media, and interact with culture. This creates a fascinating challenge to take on and one I’m hugely excited to embark on. My vision is for a planning department grounded in curiosity, craft and community. A group of passionate and inspired individuals who come together as a collective to deliver genuinely unrivalled work. It’s a vision I’m passionate about delivering.”

Elliott Millard, Chief Strategy and Planning Officer, Wavemaker UK added: “In the face of all the complexity of the media and marketing world, it’s essential that we have a consistent approach that binds our thinking – one that spans from insights and strategy development, through audience understanding, into how we show up in media and how we use all the data and technology at our disposal. At Wavemaker, that approach is Provocative Planning – a belief that there is always a better way to grow, that disruption is the only constant, and that a genuinely collaborative client relationship is essential for market-beating growth. 

“Andy is perfectly positioned to bring this vision together and drive this approach. He brings a unique viewpoint that allows him to cut through the noise and find clarity in a way that, importantly, starts with the client in mind. His experience working across various clients over the years, at varying levels, tackling varying challenges, will no doubt cultivate long-standing relationships.”