Media Appointment at Leading Edge

In a move to further strengthen its media offer, Australia's leading research consultancy, The Leading Edge, has engaged the skills of top media industry expert, Graeme Uhd.

Graeme's reputation in the media industry was recently affirmed by being asked to judge the 2002 Internet Awards. He is also a member of the AFA's 'new technology' group and was on the training committee of the Media Federation of Australia. Having worked on media and IT based research projects for corporations such as Qantas, Toyota, Tourism Victoria and Telstra, Graeme is uniquely positioned to provide industry leading expertise in this highly specialised area of research.

'Media placement is often a huge proportion of a company's marketing budget and increasingly clients need to evaluate their communication strategies to ensure that advertising/ communications campaigns are providing maximum effectiveness and return on investment. Additionally our media clients are operating in a progressively more competitive environment and need to ensure that they understand and deliver on what their advertising clients want and need. Graeme will be able add to our competency in this area of media planning and evaluation to take The Leading Edge to that next level of expertise,' said Derek Leddie, Managing Director of The Leading Edge.'Graeme is also undeniably at the top of the game (in media, IT and communications research) which will be highly beneficial for our team and our client base.'

Previously, Graeme was Head of Research at advertising and media group, Publicis/Optimedia - a position he held for five years. During this time Graeme conducted both qualitative and quantitative research to provide a full evaluation of advertising effectiveness across all advertising mediums including new media and Internet.

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

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