GroupM Opens Innovation Center for Consumer Insights

In the US, WPP's media investment management group GroupM has opened an innovation centre called GroupM Next, which will focus on providing insights into developments in online, mobile, and social media.

GroupM serves as the parent company of WPP media agencies Maxus, MEC, MediaCom and Mindshare. Through the new initiative, GroupM Next will assist these firms in the creation and management of partnership opportunities, integration of technology and data systems, and delivery of best practices.

The new unit will also build on GroupM's original research, which focuses on consumer use of new platforms and devices, and the impact of that usage on brand marketing.

Chris Copeland (pictured), CEO of GroupM Search, has been named Chief Executive Officer of GroupM Next, to lead analysis on the changes that most impact consumer media consumption, brand favourability and purchase behaviour.

Copeland has been with the organization since 2000, since when, he has led the development and integration of the global search marketing offering for GroupM agencies. During that time, he has also led research initiatives to develop an understanding of consumer behaviour and channel engagement.

GroupM North America CEO Rob Norman comments: 'GroupM Next is dedicated to creating, capturing and ensuring the implementation of the best thinking and new insights from our community in the digital, social, mobile and addressable media markets. Our goal is to create an active partnership across GroupM and our clients to develop actionable insight and a clear path to action on the platforms that are changing our industry.'

Web site: www.groupmnext.com .