Award winning independent digitally-led media agency, Altair has appointed Phil Bowman as AV director to head up its new TV department

Bowman comes to the role from Publicis owned Spark Foundry where he was senior group trading director.

Bowman’s arrival marks Altair’s formal entry into the TV market, with an offer tailored to brands who are new to TV or who feel poorly served by what’s currently available to them. It plans to bring the rigour that is characteristic of its approach to digital media planning and buying to TV and to disrupt traditional agency models and conventions. 

Lyndsey Best, co-founder at Altair says, “The art of planning in digital media has been all but lost in the face of black box methodologies that control optimisation. We’ve constantly challenged that direction and now plan to bring the same craft approach that we take to digital, to TV, together with market-leading measurement capabilities.  We’re serious about tearing up the rulebook and bringing an approach to TV advertising that delivers real impact for brands that are overlooked by the market.”

The agency’s decision to launch its TV/AV offer comes at a time when TV advertising has experienced wholesale change. 

Phil Bowman says, “There has never been a more exciting time to launch a TV/AV offer to the market. Disruption and upheaval such as we have seen over the last 12 months, always bring major opportunity and that’s why we believe there is scope to redefine how TV media planning and buying is done.