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Gibbons and Washer quit PHD to launch Work.(Justin Gibbons, Dani Washer)(Brief Article)

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| March 03, 2006 | COPYRIGHT 2006 Haymarket Business Publications Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

Two PHD executives have left the agency to launch a research business called Work.

Justin Gibbons, the director of strategic services at PHD, and Dani Washer, the agency's head of consumer insight, are launching Work in a bid to offer integrated marketing research that covers both consumer attitudes to media channels and the creative message.

The pair, who have helped PHD to develop its qualitative research activity, including its recent Neuroplanning system, left the agency last week.

Work will target marketers, creative agencies and media owners, offering bespoke research options that will attempt to link media and creative insights.

Gibbons said: 'You've got creative agencies using groups that typically only they attend, media planners using TGI, direct marketing planners looking at response data and digital agencies using their own specialists. We ...

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