In New York, Jim Spaeth and Alice Sylvester are returning to media metrics specialist Sequent Partners after less than a year at media consumption and behavior analyst RealityMine.
Before founding Sequent Partners in 2003, Spaeth served as President of the ARF (Advertising Research Foundation) for seven years; and led the media research and planning function at General Foods and Young & Rubicam. Sylvester, who joined Sequent in 2008, worked in advertising, in SVP and Director roles at DraftFCB, Young & Rubicam, Leo Burnett and J. Walter Thompson. She is a past Chairman of the Board of The ARF.
The pair are the co-founders of the USA TouchPoints research service, which utilizes the methodology of the Institute of Practitioners of Advertising (IPA) in Britain, and provides contextual and behavioral analytics on the changing patterns of media use. RealityMine provided the data collection technology for the program, which led to the company acquiring USA TouchPoints in 2013. A year ago, Spaeth and Sylvester left Sequent Partners to help RealityMine expand the syndicated TouchPoints business to twenty new markets worldwide.
Sylvester comments: 'We are eager to re-engage with clients who have always come to us for objective, external perspective and for our broad experience across leading companies, cultures and disciplines. The ending of our formal assignment gives both Jim and I a chance to return to the consulting work we love.'
Web site: www.sequentpartners.com .
All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.