GroupM's Kinetic launches trend-tracking unit

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Digital out-of-home agency Kinetic Worldwide, a division of WPP media network GroupM, has launched the Kinetic Futures unit. The business division, announced May 6, will track emerging trends in consumer behavior, technology and data, and analyze how these factors influence media and communications.

Jeremy O'Brien, Kinetic's former director of research and marketing for North America, will lead Kinetic Futures as managing director and global futurist. He reports to Steve Ridley, global CEO.

The business unit will be based in New York. GroupM launched the unit two months after naming Ridley global CEO. He replaced Eric Newnham, who was named global chairman.

“As a think tank, Kinetic Futures will extend the time horizon of our exploration of areas integral to our own and many other businesses,” O'Brien said.

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