Agency LIDA Hires Richard Pentin

Award-winning direct and digital agency LIDA has appointed Richard Pentin as its new strategy partner. He joins from Tullo Marshall Warren (TMW) where he was group planning director.

Reporting into LIDA’s chairman and chief strategy officer Matthew Heath, Pentin will be integral to the agency's planning department and strategic capabilities across clients such as O₂ and comparethemarket.com

Matthew Heath, chairman and chief strategy officer, at LIDA commented: “The strategies that answer today’s client briefs need to keep pace with new tech and an economically-savvier consumer. Richard’s extensive insight and knowledge around building and implementing large, global CRM, digital and social strategies will add another dimension to the agency and the work we produce.”

The news highlights the continued expansion to suit its growth of existing, and new, business wins including Boots, IKEA, Virgin Holidays, , Land Rover, National Trust, and most recently in 2014, Alzheimer’s Society.

On the back of  M&C Saatchi’s recent final results reported earlier this month, chief executive of M&C Saatchi, David Kershaw, crowned LIDA as a ‘star’ performer and hailed its CRM offering as ‘outstanding’ and highlighted its strong contribution to the 13%  rise in revenue to £177.4 million.

During his time at TMW, Pentin managed the planning department and was responsible for the agency’s strategic direction across a raft of high profile clients over multiple sectors including Sony Mobile, Sony Professional, Infiniti, Unilever and Nissan.

An industry heavyweight that boasts over two decades of experience, Pentin has also worked at variety of established agencies, across a number of sectors including Automotive, Consumer Electronics, FMCG/Drinks, Health & Beauty, Government, Financial and Charity. These include Chemistry Communications, Partners Andrews Aldridge, Proximity and AIS London. He has also been an active member of the IAB Social Media Council since 2009.