Isobar UK CEO, Penny Herriman, has appointed CHI’s Patricia McDonald as Executive Planning Director, replacing Martin Bailie who is promoted to Commercial Strategy Director. Both will be working across all four Isobar divisions in the UK – glue Isobar, Isobar Mobile, Isobar Social and Superglue.

McDonald joins Isobar from CHI & Partners where she was Head of Digital Strategy and a founding partner of the agency’s social media division, The Social Practice, working with clients including Argos, RSCPA, and The Mobile Money Network. Previously, she worked closely with Herriman at BBH where she was Business/Planning Director at BBH Labs and ran the agency’s flagship Levi’s account. McDonald will lead Isobar’s strategic offering, working closely with Tim Dunn, Head of Strategy at Isobar Mobile. 

Bailie will be working closely with Herriman, in his new role as Commercial Strategy Director, with a focus on driving new revenue streams for the Isobar UK business.

McDonald’s arrival and Bailie’s promotion are a result of Penny Herriman’s arrival as CEO of the UK business earlier this year and signal a commitment to an even more innovative and technologically led digital offering.

Penny Herriman, Isobar UK CEO, said: “Martin is a huge asset to Isobar and it’s great to focus him on the future direction of the company, ensuring we have the right offerings in place as we evolve our digital capabilities so that we can really pioneer exciting technologies and new product offerings with our Clients.  Patricia is a fantastic strategist who totally gets brands and how they exploit the digital space.  It’s great to have such talent on board.”

Patricia McDonald, said: “This is an incredibly exciting time to be joining the agency as it gears up for the future with Penny at the helm. Innovation, new technologies and the new ways consumers are using the social web will give us ideal opportunities to transform clients’ businesses in ways that would have been unimaginable in a bricks and mortar economy.”