• by Joe Mandese  @mp_joemandese, July 29, 2010

Geomentum, the hyper-local media and marketing unit within Interpublic's Mediabrands division, has hired long-time industry analyst and former marketer Lisa Bradner as president. Bradner, who most recently was vice president and principal analyst at Forrester Research, will report to Geomentum CEO Dave Walker.

As president, Bradner will be responsible for building the agency's account management and consulting teams to service clients in categories ranging from consumer packaged goods to retail and banking.

Formed nearly a year ago, Geomentum was conceived to consolidate Interpublic's massive local media-buying and marketing services units - newspaper buying giant NSA Media, Yellow Pages and local search specialist Wahlstrom, and out-of-home unit Outdoor Services - and to integrate them with new, state-of-the-art digital and database marketing.

The unit, which controls more than $2 billion in traditional local media, has an expansionary view of digital growth, and has big plans for an array of rapidly growing sub-segments of the industry, including digital out-of-home, so-called "shopper media," mobile, and local Internet. The agency's motto is that clients should "own the neighborhood" by harnessing the power of location-based marketing.

Bradner brings more than 20 years of consumer marketing, new product, and business development experience to the Geomentum team. At Forrester, she helped advise some of the nation's top CMOs on their digital integration, media mix and brand metric strategies. One of her chief clients was Procter & Gamble, where she helped create, and continues to sit on its Digital Advisory Board.

Prior to Forrester, Bradner spent more than 15 years in consumer marketing, including posts at American Express, Fortune Brands, Sears and Time Inc.