Sternberg Leaves Revamped MAGNA

Media research veteran Steve Sternberg - who is currently EVP of Audience Analysis at Interpublic's (IPG) media services firm MAGNA, New York - is leaving after 27 years, to 'pursue other opportunities'. His role is to be split between colleagues.

Regarded as one of the best-known media researchers on Madison Avenue, Sternberg focuses on delivering TV audience/programming and ratings trends at MAGNA, the IPG unit which gathers media market intelligence for the firm's agencies and clients.

Prior to joining, Sternberg worked in the research department of McCann-Erickson. He is a member of the Media Rating Council's Television Committee, the Nielsen-funded Council for Research Excellence, and the American Association of Advertising Agencies' Media Research Committee.

Last year, IPG appointed Elizabeth Herbst-Brady to run MAGNA, and tasked her with re-shaping the unit's focus. In a statement, Herbst-Brady commented: 'After conversations with Steve about Magna's new direction, we both agreed that his professional interests and MAGNA's business needs did not align. Therefore, Steve is leaving immediately to pursue other opportunities.'

She added that the change reflects a 'broader global mandate to provide deeper marketing intelligence' across the group globally.

Audience analysis will now be integrated into Magna's data analytics, tools and macro-economic trending activities. Sternberg's two direct reports, Lisa Quan, VP-Director of Audience Analysis, and Brian Hughes, VP-Manager of Audience Analysis, will now report to Herbst-Brady.

Earlier in the year, Magna promoted Brian Wieser to the position of Global Director of Forecasting from his former role as Senior VP-Director of Industry Analysis.

Web site: www.magnaglobal.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.