MediaVest

February 5 2010

In the US, full-service media specialist MediaVest has appointed Pathikrit SenGupta as Senior Vice President, Analytics Director, with a remit to form a client-centered, cross-platform unit capable of providing insights, effective measurement and cross-channel optimization. MediaVest offers brand-building results and business solutions for its marketing partners. It is a unit of Starcom MediaVest Group (SMG), which is a subsidiary of Paris-based ad agency Publicis Groupe. SenGupta joins from Information Resources Inc (IRI), where he was VP of Analytics. Prior to this, he worked as a Group Director at Omnicom’s Brandscience, where he led a Marketing Effectiveness measurement group that provided advanced analytics services for major brands. In his new role, he will be based in New York and lead MediaVest’s Data & Analytics arm. In addition, he will work with SMG Research, led by Kate Sirkin, EVP, Global Research, to shape a global data and analytics discipline for the SMG network. ‘MediaVest is committed to leading the industry in developing applicable uses for data, from segmenting audiences and sequencing content to measuring effectiveness,’ stated CEO Bill Tucker, to whom SenGupta reports. He adds: ‘Path brings knowledge, experience, and leadership that will formalize our Data and Analytics practice, activating the power of data across all agency disciplines, on behalf of all of our clients’. Web site: www.mediavestww.com . Printer-friendly version of this article. Email this article to a friend. Register for News emails