• by Steve McClellan  @mp_mcclellan, March 4, 2013

Deutsch NY has elevated Anush Prabhu, a partner in the firm, to the newly created post of chief channel planning and investment officer.
 
Prabhu’s promotion comes less than a week after the Interpublic agency confirmed the departure of Peter Gardiner, the agency’s longtime chief media officer. Gardiner moved on to focus on startups in the media technology sector.
 
Prabhu effectively replaces Gardiner, albeit with a different title. Deutsch characterized Prabhu’s elevation as part of its “planned evolution” of the agency’s media offering.
 
Previously, Prabhu was director of insights and communications planning at Deutsch, which he rejoined last year from Dentsu’s Mcgarrybown, where he was a managing director. He is credited with building that agency’s communications planning and analytics disciplines.
 
Deutsch said that handing the agency’s media reins to Prabhu signals agency efforts to bring data-driven insights to the firm’s go-to-market strategies for clients. "We believe that data is the key to inspiring a value-exchange,” between brands and consumers, stated Val DiFebo, CEO Deutsch NY. She credited Prabhu with understanding the “firepower of analytics and communications planning” and the impact those disciplines have when tied to media.
 
Prior to Mcgarrybowen, Prabhu was group planning head at WPP’s JWT, where he started an analytics group and co-directed communications planning for a number of clients.
 
Prabhu is in his second tour of duty at Deutsch. Before heading off to JWT in 2007, he was vice president and director of CRM strategy at the agency.

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