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Manning Gottlieb OMD has promoted head of planning Clare Peters to chief business strategist and head of strategy Paddy Adams to chief strategy officer.

The pair, who were also executive directors, have been given their elevated roles as part of the agency's attempt to bolster effectiveness for clients.

Peters will be responsible for finding new ways to unlock growth. MG OMD said the new role has been created to "add more value through deeper, more upstream and ‘off-brief’ conversations with clients to find new and innovative ways to solve business challenges, boost effectiveness and increase profitability". Peters will tap into resources from across MG OMD and the wider Omnicom Media Group.

In Adams' new role, he will "continue to push the agency’s award-winning thinking and lead a team of talented planners and strategists to deliver creative and effective work" for MG OMD's clients.

Tim Pearson, MG OMD chief executive, said: "Clare and Paddy are powerhouses of MG OMD and their contribution to the agency over many years has been immense. Their new roles will enable them to make a bigger impact to our clients and our work as we continue to evolve at speed."

MG OMD was named ±±¾©Èü³µpk10's Media Agency of the Year earlier this month.