Interpublic Launches Unit to Analyse Marketing Value

The Interpublic Group has created the Marketing Accountability Partnership (MAP) to bring together marketing analytics tools and techniques from across its companies. Neil Canter, former Marketing Sciences Partner at Accenture, will serve as MD.

At Accenture, Canter was responsible for creating a continuous marketing insight practice, integrating analytics, systems and process design. He previously worked as President of IRI's Analytic Insights Group, focusing on analytic consulting, in-market testing and consumer panel services.

Prior to IRI, Canter was Principal, EVP and Chief Financial Officer at Marketing Management Analytics, where he ran the analytics department. While there, he developed a software-based marketing mix spending optimiser. Canter has also worked at ACNielsen, as well as on the client side at Procter & Gamble and on the agency side at N.W. Ayer. He holds an MBA from Cornell University.

'We regularly hear from our clients that they want a better understanding of the return they are getting from their marketing programs,' said Interpublic Chairman and CEO Michael Roth. 'MAP will be a significant resource in addressing this need for increased accountability. Neil has proven that he is a leader in developing the kinds of tools and insights that help maximize marketing investments.'

Interpublic is an organisation of advertising agencies and marketing-services companies, which include Draft, Foote Cone & Belding Worldwide, FutureBrand, GolinHarris International, Initiative, Jack Morton Worldwide, Lowe Worldwide, MAGNA Global, McCann Erickson, Octagon, Universal McCann and Weber Shandwick. The company is online at www.interpublic.com .

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