NEWS21 June 2011

McCann Worldgroup opens marketing sciences practice

News North America

US— Marcomms agency McCann Worldgroup has set up a marketing sciences practice, to apply analytics and marketing intelligence to all of its work.

The firm has appointed Marc Schwartz (pictured) as global director of performance analytics and Laura Simpson as global intelligence director.

Daryl Lee, who is in charge of integrating the agency’s activities to support integrated campaigns, said: “With Marc’s experience in connecting strategy with analytics and technology, we will have a 21st-century performance analytics capability at the centre of McCann Worldgroup that will be scaled across every client solution.”

Schwartz was most recently in charge of data analytics at SapientNitro, while Simpson has worked as head of trends and insight for McCann London for the last six years.

The agency said the marketing sciences practice is the latest in a serious of strategic capabilities to be set up centrally in McCann Worldgroup.