McCann to launch 'marketing sciences' unit

Share this article:

McCann Worldgroup will launch a New York-based practice next month to integrate performance analytics and marketing intelligence into its services.

The goal of the “marketing sciences” division will be to demonstrate effectiveness to clients and to link integrated strategies to global intelligence and performance systems, the Interpublic Group of Companies agency network said in a statement.

The practice will be led by Marc Schwartz and Laura Simpson, who will serve as global director of performance analytics and global IQ director, respectively.

Schwartz most recently was global lead of data and analytics at SapientNitro. Previously, he was EVP of multichannel consumer engagement at DDB. Simpson for the past six years has been head of trends and insight at McCann London.

In April, the US Army retained McCann for work including a full range of advertising and marketing services, including direct marketing. MRM Worldwide, a McCann subsidiary, is responsible for all McCann direct, digital and relationship marketing initiatives.

A McCann representative could not be immediately reached for comment.

Share this article:

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

Mohegan Sun Bets on an Integrated Customer Experience

Mohegan Sun Bets on an Integrated Customer Experience

Casino and entertainment destination Mohegan Sun went all-in and overhauled its website to improve its guest experience online and on-site. The casino's payoff was big.

Former Lenovo Executive to Head Digital Marketing at Interakt

Former Lenovo Executive to Head Digital Marketing at ...

Elijah Degen brings 15 years of experience to his new role at the digital agency.

Analytics Is a CMO's Best Friend

Analytics Is a CMO's Best Friend

CMOs who want to extend their tenure should embrace analytics to improve marketing performance and enable innovation.