Creative communications agency Tullo Marshall Warren (TMW) has appointed Kate Wheaton to the newly created role of director of strategy. Wheaton joins from EHS Brann where she worked for over 10 years, most recently in the role of executive planning director.

At TMW, Wheaton will be responsible for the agency’s strategic offer including account planning, data planning, data analytics and the newly formed marketing effectiveness function. In her role, Wheaton will oversee a team of 12 planners and will work across the portfolio of TMW clients, which include Diageo, Unilever, Nissan and Sainsbury’s.

Wheaton’s experience covers a range of accounts including comparethemarket.com, BBC and the Tesco Clubcard loyalty scheme.

The appointment marks a major restructure of TMW’s strategic offering, in line with its new ‘Intelligent Influence’ proposition, which aims to create greater brand engagement by encouraging consumers to actively participate with brands. Wheaton’s overall objective will be to ensure the agency delivers joined up thinking that is underpinned by intelligence for all clients.

Chris Freeland, managing director at TMW comments, “We are delighted to appoint Kate to this newly created position. We spent a long time searching for the right person to lead our strategic services so this is a long awaited and exciting appointment. Kate’s experience in developing strategies that engage with consumers and influence behaviour makes her the ideal person to head up our strategic offering in line with our Intelligent Influence proposition.”

Kate Wheaton adds: “This is a great opportunity to bring strategic planning, data insight and effectiveness thinking together to add more value to clients' businesses and create 'Intelligent Influence' for their brands”.

Published on: 1:21PM on 6th June 2011