McCann Launches Marketing Sciences Practice

Marketing services network McCann Worldgroup has hired Marc Schwartz as Global Director of Performance Analytics and moved Laura Simpson from London to become Global IQ Director, heading up a new NYC-based Marketing Sciences practice.

McCann says the new division will 'embed marketing performance analytics and market intelligence into its every solution'.

Schwartz was most recently Global Lead, Data and Analytics for SapientNitro, responsible for all data, analytics and measurement planning for all digital and traditional channels. Before this, he was EVP, Multichannel Consumer Engagement for DDB; and earlier Global Director of Data Strategy for Wunderman.

Simpson has been Head of Trends and Insight for McCann London for the past six years, launching its 'Moody Britain' study of British culture and discussing the findings in national media. She worked previously at Synovate.

Daryl Lee, Chief Integration Architect of the group, comments: 'The days of demonstrating marketing effectiveness as an optional extra are over... Marc and Laura will work closely with our Integrated Strategy practice to link integrated marketing strategies to global intelligence and marketing performance systems and ensure effectiveness is embedded into everything we do. With the addition of a Marketing Sciences practice, the strategic toolbox of McCann Worldgroup now leads the industry.' The new practice is the latest in a series of central strategic capabilities created for access by McCann Worldgroup teams and clients around the world, and Lee says there is 'more to come'.

The group is online at www.mccannworldgroup.com .

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