The newly-formed Euro RSCG Discovery New York team will operate as an integrated unit of the existing Euro RSCG New York operation. It will be led by Matt Blasco, who joined Euro RSCG New York in 2009 as associate director of analytics and will now serve as managing director of the new analytics offering.

Blasco will be supported by executive director Richard Notarianni, who is currently executive director of planning and performance at Euro RSCG New York and will work in both roles.

As with other members of the network, the New York team will offer data-driven communications planning and digital and social analytics.

Matt Ryan (pictured), co-chairman at Euro RSCG New York and president of global brands for Euro RSCG Worldwide, said: “Analytics and measurement have traditionally been an afterthought, and the truth is that data should drive a campaign from concept through to execution. Having these capabilities in a specialised group means we can dedicate staff and resources toward the effort full time, and make investments in research, development and talent.”