Meredith (NYSE: MDP) Corp.’s Tony Platt isn’t replacing the outgoing Jack Griffin, who will decamp to Time Inc. (NYSE: TWX) as CEO next month, but he is being given a larger role within the publisher’s integrated marketing unit. Platt is being promoted from executive creative director to chief creative officer for the CRM and Custom Publishing practice at Meredith Integrated Marketing. In this new role, Platt will oversee custom publishing, customer relationship management and content development for all MIM clients.
The integrated marketing unit is part of an idea that Meredith recognized early on — namely that publishers need to expand their connections with advertisers beyond the regular monthly periodicals they send out to subscribers. Despite all the effort being put into it, the women