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.