Publicis-owned agency MediaVest has opened a ‘Human Experience’ practice in New York, through which it will aim to explore the drivers of human behavior to create ‘greater consumer experiences’ for clients' brands.

MediaVest plans and buys advertising across the spectrum of communications channels, from TV and newspapers through to the full range of digital offerings.

Its new unit will be led by Richard Hartell, who was previously Chief Strategy Officer at parent company Starcom MediaVest Group in the UK, where he had spent ten years in a number of roles.

In his new position as Executive Vice President-Managing Director of Human Experience Strategy, he will report to MediaVest CEO Bill Tucker, and will be based at MediaVest’s New York offices.

‘Through Human Experience Strategy we are mining real-time human understanding, business intelligence and brand strategy to create experiences that stimulate consumer reaction and drive growth for clients,’ states Tucker. ‘Richard’s track record of strategic brilliance, product excellence, and inspiring leadership make him uniquely suited to lead the expansion of this capability and to infuse Human Experience Strategy throughout our offering.’

Hartell will lead a dedicated team of human experience strategists, who the firm says will focus on ‘next generation media research’.

Web site: www.mvmediagroup.co.uk .

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