Ad Agency Nabs AT&T Media Research Head

In the US, Interpublic-owned ad agency Mullen has hired AT&T's former Executive Director of Media Research and Insights Patrick Acosta, as Director of Performance Analytics. His appointment is part of a move to merge Mullen's data analytics, media mix modeling and brand planning operations.

Boston-based Mullen integrates disciplines from creative, digital marketing and PR to media planning and buying, mobile marketing and performance analytics.

At AT&T, Acosta oversaw a $2 billion budget and led consumer segmentation strategy, media mix modeling and competitive reporting. Prior to this, he worked agency-side at The Martin Agency as Channel Intelligence and Application Manager and Media Analytics Supervisor; and before this he worked at New York agency Messner Vetere Berger McNamee Schmetterer.

In his new role, Acosta will lead a team of performance analytics specialists, to ensure maximum ROI across all media spending and target audiences.

Commenting on the appointment, Chief Strategy Officer Kristen Cavallo said: 'At Mullen, the strategists and analysts sit with creatives, and this position required the right blend of business smarts, innovation and imagination. I'm thrilled to work with Patrick as we write the next chapter in the Mullen story.'

Web site: www.mullen.com .