NEWS1 April 2010

Carat’s LaMontagne moves to MEC to lead analytics shake-up

North America People

US— Theresa LaMontagne has quit her role as senior vice president of analytics and insights at media agency Carat to lead a restructuring of rival Mediaedge:cia’s (MEC) North American insights capabilities.

LaMontagne, a former Yahoo researcher, has been appointed managing director of MEC’s new integrated analytics and insights practice, which is to be formed from the merger of the agency’s media research, digital analytics, data integration and modelling teams.

MEC’s North America CEO Lee Doyle said: “The combined analytics offering is a natural evolution of MEC’s services – and is critical to addressing the future needs of our clients. With Theresa at the helm, we’re poised to create even bigger and better crossover opportunities for clients, by better understanding the effects of digital and traditional media in the purchase pathway.”

LaMontagne will lead the integration effort from her base in New York. She comes to MEC after a year and four months with Carat, which in turn followed a three-and-a-half year stint as director of media and ad sales research at Yahoo. She has also previously worked for BBDO/OMD and Simmons Research.