• by David Kaplan , September 13, 2004

ZenithOptimedia USA has hired media veteran Bruce Goerlich to the newly created position of executive vice president - director of strategic resources.

Goerlich, who has been consulting over the past years since leaving sister Publicis Groupe shop MediaVest, will direct a consolidated research group to provide support to all planning, buying, and business development efforts as well as to direct tools development and all company-based and consumer-based research.

"Bruce is known for being a very client-focused researcher and possesses a progressive, analytical mind when it comes to understanding and reaching the consumer," said Rich Hamilton, chief executive at ZenithOptimedia/Americas, adding that Goerlich has pioneered the practical application of television optimizers into the U.S. market.

Goerlich's first day was Sept. 7. Prior to joining ZenithOptimedia, Goerlich was managing partner of Insights, Accountability & Eyeballs, a media research consultancy he founded. He will report to Tim Jones, chief strategy officer for the ZenithOptimedia USA Group.