MEC Grows Analytics and Insights Offering in North America

Posted: 23/05/2012

Theresa LaMontagne

MEC in North America, today announced the launch of Crossmedia™, a new global proprietary tool that ensures all multimedia campaigns deliver the best sales response for the agency’s clients.

The launch of Crossmedia™ builds upon two successful years of the Analytics and Insights (A&I) integrated practice in North America.

Unique in the industry, Crossmedia™ combines over 1,000 econometric studies developed by Ohal, a sister WPP company, along with consumer studies such as MRI and Simmons to put the consumer at the heart of the planning process. Crossmedia™ enables MEC to optimise plans for specific client segments or target audiences simultaneously across all POE media channels, including WOM. By applying specific Consumer Response Parameters to every media plan, the agency is able to accurately optimise the specific frequency and recency period that is most likely to actually generate sales. In addition, combined with econometric modeling, Crossmedia™ can predict future media driven results. The development of proprietary cross channel optimization tools is part of an overall focus on developing and evolving MEC’s analytics capabilities across the Paid Owned and Earned landscape.

In March 2010, veteran Theresa LaMontagne joined MEC as Managing Director, spearheading the new A&I practice that combined and integrated the agency's media research, digital analytics, data integration and modeling teams to create on and offline continuity in data, analytics and insights. Since its launch, MEC has expanded its client offering, invested in technology and data services, built a more robust digital analytics practice and broke down the artificial divides between “on” and “offline” while at the same time more than doubling the size of the team.

Theresa LaMontagne commented,Media planning and buying is becoming much more data centric, more dynamic and organic. Decisions are being made faster and data is becoming the future trading currency. As a result MEC needed to evolve its offering, integrate all of our analytics services into a unified offer while at the same time doubling down on data services.”

Theresa has been instrumental in the hiring of new talent into the agency, bringing in over 40 new people to the A&I team in the past two years. Her emphasis has been on the increased focus on digital and data integration and that in turn has led to new hires from a wide variety of backgrounds. Sharona Sankar-King, joined from RAPP as Senior Partner, Director of Digital Analytics. Reporting to Theresa, she oversees the Digital Analytics practice which applies advanced statistical techniques to Paid, Owned, Earned digital behavioral data to increase ROI for our clients.

In addition to Sharona, Jason Wertheimer joined as Partner, Director from Marketing Evolution. He oversees the agency’s US data integration teams on key accounts including Scotts Miracle-Gro, Chanel, Citi and IKEA. And, MEC recently announced the promotions of Bernard Dadario and Marlene Mrakovic, both to Senior Partner, Director.

Since the launch of their Analytics and Insight practice, MEC has been developing new capabilities to support the shift from focusing primarily on Paid Media to planning, measuring and optimizing media across the Paid, Owned and Earned Ecosystem at the same time expanding its organic growth for numerous clients such as Colgate- Palmolive and IKEA.  

Posted: 23/05/2012