In the US, Brian Monahan has been appointed EVP, Managing Partner of IPG’s Emerging Media Lab; a research facility which offers focus groups, product evaluations and surveys to uncover how consumers use new media technologies.

IPG is part of Interpublic’s communications agency network Mediabrands. Monahan, who played a part in the establishment of the Lab in 2006, will tap into his experience of social media, user-generated content and media planning, to drive growth.

Most recently, he served as SVP, Global Lead of Social Media for Universal McCann (UM), where he launched an interactive capability focusing on emerging media platforms and changing consumer behaviour driven by technology.

Before this, Monahan founded analytics and optimization firm Inrhythm Marketing, and co-founded digital ad agency Left Field and the Bay Area Interactive Group.

The Media Lab will continue to offer clients a la carte consulting services, and emerging media and shopper influence research, and in addition Monahan and his team will be conducting annual Media Trials to provide clients and vendors with comparisons of new products against known products.

Monahan, who will be based in Los Angeles, comments: ‘We are working to focus all the Lab’s tools – facilities, consulting, research, benchmarks, and partnerships to help agency partners sell in custom solutions.’

Web sites: www.ipglab.com and www.mediabrandsww.com .

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