McCann Worldgroup announced today the appointment of Marc Schwartz and Laura Simpson to the newly created positions of Global Director of Performance Analytics and Global IQ Director, respectively. Marc and Laura will form the global leadership team of a newly created Marketing Sciences practice that will embed marketing performance analytics and market intelligence into every solution for McCann Worldgroup. Both Schwartz and Simpson will be based in New York beginning in July.
“The days of demonstrating marketing effectiveness as an optional extra are over,” said Daryl Lee, Chief Integration Architect of McCann Worldgroup. “With Marc’s experience in connecting strategy with analytics and technology, we will have a 21st century Performance Analytics capability at the center of McCann Worldgroup that will be scaled across every client solution. Marc and Laura will work closely with our Integrated Strategy practice to link integrated marketing strategies to global intelligence and marketing performance systems and ensure effectiveness is embedded into everything we do. With the addition of a Marketing Sciences practice, the strategic toolbox of McCann Worldgroup now leads the industry.”
Schwartz was most recently Global Lead, Data and Analytics for SapientNitro, working across clients such as The Coca-Cola Company, Unilever, Johnson&Johnson, General Mills, and American Airlines, among others. In that role he was responsible for all data, analytics and measurement planning for all channels including digital, social media, direct response, and media. Prior to SapientNitro, Schwartz was EVP, Multichannel Consumer Engagement for DDB where he was responsible for interactive, new media, direct response, and online and offline analytics. Earlier in his career, Schwartz worked as Global Director of Data Strategy for Wunderman.
“McCann Worldgroup has gone through an incredible transformation over the past year, so it is exciting to be joining this amazing team at this critical time,” said Schwartz. “Their relentless commitment to strategic collaboration in pursuit of innovation, creativity and performance is what attracted me and what will ensure our success.”
Simpson has been a truth scout for 12 years and has travelled the world talking to a wide range of consumers about a variety of different topics and brands; including cognac drinkers in Paris, ice cream lovers in Manchester and business travelers in Shanghai. For the last 6 years Simpson has worked as head of trends and insight for McCann London. She launched the prestigious Moody Britain study which has charted the emotional highs and lows of British culture and has been covered extensively by the British press. She has presented the findings to deputy Prime Minister Nick Clegg and discussed the findings on BBC Radio Four. She has worked across a number of clients, L’Oreal, Tragus, Premier Foods and B&Q. Prior to her time at McCann she worked at Synovate.
“I’m incredibly excited about my new role and my move to New York. I am truly a truth hunter and I aim to ensure that the truths we uncover globally through our proprietary research and global intelligence network will help drive solutions that are transformational of our clients’ brands, and businesses,” said Simpson.
The Marketing Sciences practice is the latest in a serious of strategic capabilities that are being built centrally in McCann Worldgroup to be accessed by all teams and clients around the world. “Stay tuned, there’s more to come,” said Lee.