NEWS28 January 2010

MediaCom names new insight heads in Asia Pacific and LatAm

Asia Pacific Latin America People

UK— MediaCom Worldwide has named Robert Fry and Gastón Betoled as heads of insight in Asia Pacific and Latin America respectively.

Both men have been with the company for more than four years and were previously research directors in their regions. In their new roles they are tasked with supporting and developing local insight departments within MediaCom, both with their current clients and new business pitches.

Global chief insight officer Mick Mernagh (pictured) said: “Both gentlemen will be a great asset to the management of our global insight network. It’s another great opportunity to build on the MediaCom team from our own ranks.”

A key task for MediaCom’s Consumer Insight division this year is the continued rollout of its Real World Street programme in various countries around the world.

Real World Streets are just that – streets, estates, tower blocks and communities whose residents have been invited by MediaCom to take part in regular qualitative research exercises designed to gather quick reactions and feedback to real world events that may impact them as consumers.

It’s an idea that came out of the UK around seven years ago, which has since been expanded to other countries, including China, Australia and Singapore last year under the leadership of Robert Fry. With eight streets now recruited, MediaCom says it plans to add eight more in the next 12 months.