Ellie Howell Takes on Executive Director, Planning Role at OMD EMEA

OMD EMEA has appointed Ellie Howell as Executive Director, Planning, strengthening its strategic planning leadership as the media agency continues to evolve its integrated media and marketing capabilities across the region.

In her new role, Howell will lead planning initiatives across the EMEA region, helping shape media strategies that align with changing consumer behaviors, business objectives, and the increasingly data-driven nature of modern advertising. Her appointment reflects the growing importance of strategic planning in helping brands navigate an increasingly fragmented media landscape.

Howell brings extensive experience in media strategy, communications planning, and client advisory. Throughout her career, she has worked with global brands to develop integrated media plans, optimize cross-channel campaigns, and leverage audience insights to improve marketing effectiveness. Her expertise spans brand strategy, media planning, and performance measurement, positioning her to support OMD EMEA's continued focus on delivering customer-centric media solutions.

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The appointment comes as media planning continues to evolve through the adoption of artificial intelligence, advanced analytics, and omnichannel campaign management. Agencies are increasingly combining data, technology, and creativity to build personalized customer experiences while maximizing the efficiency of media investments across digital, social, connected TV, and traditional channels.

For global agency networks, strategic planning has become a critical business function that connects audience intelligence with marketing execution. Planning leaders are expected to balance brand-building initiatives with measurable performance outcomes while helping clients adapt to rapidly changing market conditions.

Leadership appointments such as this underscore the continued transformation of the media industry. As advertisers seek more integrated and insight-driven strategies, experienced planning leaders will play an increasingly important role in helping brands make smarter media decisions and achieve sustainable marketing growth.