OMD UK Names Maddy Tysoe as Associate Director, Media Planning
OMD UK has appointed Maddy Tysoe as Associate Director, Media Planning, marking a new step in her media career after 35 years at Goodstuff.
Tysoe announced the move after spending more than three decades at Goodstuff, where she progressed through media planning roles. Her work at the agency included contributions to campaigns such as Yorkshire Tea’s long-term brand-building program. She was credited as a contributing author on the campaign’s 2024 IPA Effectiveness Awards entry.
Her move to OMD brings her experience into another major media agency environment, with the Associate Director role focused on media planning and client activity.
Media planning has become increasingly complex as agencies coordinate campaigns across television, digital, social, audio, out-of-home, and other channels. Planning teams are also working more closely with data, audience insights, measurement, and technology as advertisers seek to understand how different media investments contribute to business and brand outcomes.
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The role also reflects the changing expectations placed on senior media planners. Beyond channel selection and campaign scheduling, media planning increasingly involves connecting audience behavior with investment decisions, coordinating specialist teams, and translating data and research into practical media strategies.
Tysoe’s previous work at Goodstuff included media planning and effectiveness-focused projects. Her contribution to the Yorkshire Tea case study was part of a team that used econometric analysis to assess the commercial impact of the brand’s long-term advertising strategy.
Her appointment adds experienced media planning leadership to OMD UK as the agency continues to operate across an increasingly fragmented media environment.
The move also highlights the continued mobility of senior media talent between agencies, bringing established planning experience into new organizational structures as the industry adapts to changes in consumer behavior, media consumption, measurement, and advertising technology.
