Havas Media Network has promoted Alastair Baker to the newly created position of Chief Planning Officer. Baker's elevation comes in the wake of Havas' declaration of a global strategy evolution and a significant investment of €400 million into data, tech and AI.

Previously serving as Head of Planning, Baker's new role will see him developing a local client-centric approach, unlocking the full potential of converged capabilities to activate hyper-personalised solutions. His responsibilities will extend to the development of tools, processes and structures that support seamless integration of all the agency’s capabilities, including modelling, commerce, search, content and multi-channel activities.

"We are at a critical time in our industry where marketers are feeling the loaded pressure from their businesses to do more with the same or lower budgets, do more with the same team. Our goal is to simplify the complicated for them," said Virginia Hyland, CEO Havas Media Network.

"This challenge creates an opportunity for Alastair to develop customer solutions that enable clients’ businesses to deliver meaningful growth through understanding how to best utilise content in the most effective media channel and deliver influential always on engagement. Alastair’s role will mean that Havas Media continues to transform into the agency that is needed by marketers who are constantly faced with new challenges on a daily basis."

Baker, who has over 15 years of experience working across media, creative and digital agencies in the UK and Australia, will be focusing on driving profitable growth for Havas’ clients in the short and long term. His experience spans agencies including Dentsu X UK, Vizeum UK and iProspect (a Dentsu company) in Melbourne.

"I’m energised by Havas’ investment in technology and data to deliver best-in-market solutions for clients. This new role is an exciting part of that commitment and a personal chapter I’m looking forward to greatly," said Baker.

Baker will assume his new role immediately.

Founded in 1835 in Paris, Havas is one of the world's largest global communications networks, employing more than 23,000 people in over 100 markets.