MediaVest USA has named a new analytics director, Brian Terkelsen's first major hire since becoming CEO in June and a sign of the importance he plans to put on data-driven marketing at the agency.
Larry Davis-Swing joins MediaVest from Symphony IRI, where he was chief analytics contact for IRI clients. He previously held analytics positions at Omnicom’s Organic Inc. and Mindshare. In his newly created role, Davis-Swing, who was named svp, will be assigned with taking data-driven approaches for clients. He’ll serve on the executive committee and report to Terkelsen.
“As our sources of data continue to grow, we are quickly moving into an era where it's not about what we can measure, but what we do with that measurement to determine how consumers will interact with our brands," Terkelsen said in a statement. "By harnessing data, we can create meaningful experiences that entertain and enrich people’s lives and drive results."