Customer Loyalty Unit for Synovate Australia

Synovate has hired Mark Poolman to establish and head up a dedicated national customer loyalty research unit in Australia. As Executive Director, he will report jointly to Brent Stewart, CEO of Synovate in Australia and Frances Li, Asia Pacific Director of the Synovate Loyalty practice.

Poolman was previously an Account Director in Synovate's Sydney office and has managed projects on behalf of some Australia's largest and most respected organisations across a broad range of sectors. Earlier, he worked as an Account Director at Western Australia-based agency Market Equity. He is QPMR accredited and a full member of the Australian Market and Social Research Society (AMSRS). He holds a Bachelor of Psychology (marketing and organisational psychology) and a Bachelor of Commerce (marketing and management) from the University of Western Australia.

Stewart believes Synovate's global loyalty expertise will translate well into the Australian environment: 'You find the full range of customer loyalty activities in Australian companies - some companies are quite strategic but there are many who could improve their approach and build even more customer loyalty. Indeed it's an area that is continually evolving and of the utmost importance to our clients.'

The agency is online at www.synovate.com .

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

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