LaMontagne Joins MEC in Integration Role

Just a year after joining Aegis-owned media agency Carat, media research veteran Theresa LaMontagne has moved to WPP-owned rival Mediaedge:cia (MEC), to launch an integrated Analytics and Insight practice in North America.

LaMontagne joined Carat as SVP Data Analytics and Insight last February, to focus on bringing together behavioral data with consumer research.

Prior to this, she was Director of Advertising Sales Research at Yahoo!. Earlier in her career, she was an Associate Consumer Insights Director at BBDO and served as VP, Product Development at Simmons Research.

In her new role as Managing Director of Analytics and Insights for North America, LaMontagne is tasked with reorganizing MEC's media research and digital analytics, data and modeling teams into one integrated unit. The firm says this will serve as a template for similar reorganizations it is planning to make globally.

Based in New York, she will report to MEC North American CEO Lee Doyle who comments: 'The combined analytics offering is a natural evolution of MEC's services and is critical to addressing the future needs of our clients. Through LaMontagne's efforts, MEC will enhance client service by better understanding the effects of digital and traditional media in the purchase pathway.'

In her newly created position, LaMontagne will work with Global Director of Analytics and Insight Stephan Bruneau, along with Fran Kennish, Senior Partner, Director of Strategic Planning, MEC MediaLab; Jennifer Zola, Partner and Director of Strategy and Insights; and Mark Zomick, Senior Partner overseeing data integration at the agency's Competitive Edge unit.

Web site: www.mecglobal.com .