Publicis creates a post for Morris.(Derek Morris appointed chief strategic officer)(Brief Article)

Publicis has poached Derek Morris from Unity, the media communications specialist he helped found, as part of a major initiative to turn itself into an all-round communications advisor.

The former BMP Optimum managing director joins the Publicis group in the newly created role of chief strategic officer. But he promised: "I'm not going to be the `media man in the corner'."

Richard Hytner, the Publicis chairman, said: "Derek will not sit in judgment of media schedules but the part that media planning plays in the overall communications mix."

The group sees the arrival of Morris as a response to its increasing involvement in total communications campaigns for clients such as Renault, Asda, the Woolwich and MFI and of the demand by more advertisers for "big picture" thinking from agencies.

His hiring is also a recognition by the group that media has become too disconnected from the advertising process and that it should be back at the heart of agency thinking.

The importance Publicis attaches to the appointment is underlined by the fact that Morris will join the agency management team of ...