FYI

Waggener Edstrom hires MRM’s analytics head Stephen Tracy

PR agency Waggener Edstrom has hired MRM Worldwide’s head of data Stephen Tracy to lead its insight and analytics practice.

The announcement:

Stephen TracySINGAPORE — 3 December 2013 — Integrated communications agency Waggener Edstrom Worldwide (WE) has hired Stephen Tracy, former data and analytics practice lead at MRM Worldwide Singapore, to head up its award-winning Insight & Analytics (I&A) practice across Asia-Pacific. Tracy was recently nominated to the global board of I-COM, the International Conference on Online Media Measurement.

Tracy brings a rich and diverse background in analytics to Waggener Edstrom. Along with the regional team of analysts that he leads across the agency’s offices in Asia-Pacific, he works with clients to overcome PR and marketing challenges and to measure the business impact of communications. “With Insight & Analytics, Waggener Edstrom has a long heritage in crafting industry-leading measurement solutions for clients. I&A’s approach to solving communications challenges is through the development of innovative solutions that lie at the intersection of art and science,” says Tracy.

Under Tracy’s leadership the agency is actively expanding its Insight & Analytics team across APAC with new hires in key growth markets such as Hong Kong, China, Singapore, and India.

Waggener Edstrom’s newest APAC I&A offering is an integrated communications planning system that helps clients build multi-channel campaigns across all media touchpoints. The system uses predictive analytics to design a strategic roadmap for clients that outlines how and where to allocate resources, such as which media channels and influencers to focus on. It does so by mapping business objectives to audience profiles and consumer purchase behavior.

“Insight & Analytics helps us to deliver on the promise of measuring the business impact of marketing and communications programs in our region,” says Zaheer Nooruddin, Asia-Pacific lead at WE Studio D, Waggener Edstrom’s integrated digital and mobile innovation strategies division. “Measurement powers stronger brand storytelling and creativity, bringing companies closer to audience motivations and interests.”

Adds Matthew Lackie, the agency’s Asia-Pacific regional lead and senior vice president, “Impact is at the center of everything that we do and can come in many different forms – from greater media exposure to higher employee engagement – depending on the business challenges of our clients. Proving the impact of communications is paramount.”

Source: press release

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing