GroupM Opens Multicultural Measurement Division

WPP-owned media investment management company GroupM has opened a new division called Multicultural Marketing Analytics, focused on examining the performance of marketing initiatives targeting multicultural audience segments.

Last year, GroupM expanded its line-up of multicultural insights services and brought them together in one until called GroupM Multicultural, led by Hispanic media specialist Gonzalo Del Fa. Since the launch, the unit has rolled out a suite of forecasting tools and a data platform called Precision, which combines audience viewing behavior with purchase data to assess the impact of media on multi-cultural purchase activity.

The new division sits within this unit and will be led by Mebrulin Francisco (pictured), who brings extensive experience in market forecasting, consumer insights and media analytics, especially in the multicultural arena. Most recently, she was an AD at OMG-owned media agency Pathway, prior to which she was Supervisor of Media Research at Mediaedge:cia.

Del Fa comments: 'Meb will lead a specialized team dedicated to unearthing consumer insights and measuring the impact of multicultural media investments. Her mission is to inspire and inform our clients about how to use data and drive business results in the multicultural marketplace.'

Web site: www.groupm.com .