• by Steve McClellan  @mp_mcclellan, September 13, 2016

In a big to bolster its data and analytics capabilities Omnicom’s BBDO New York has appointed MEC veteran Sharona Sankar-King to the newly created role of EVP, Head of Marketing Science, effective Sept. 12. 

In this new role, Sankar-King will work closely with Tina Allan, EVP, Director of Data Solutions, along with sibling agency Annalect and BBDO’s modeling group “The Worth,” and others to hone the shop’s data and analytics offering.  

Sankar-King was most recently Managing Partner, North America Practice Lead of Digital & Advanced Analytics, at MEC, part of WPP’s GroupM. 

“We believe that creativity can be an economic multiplier for our clients,” said John Osborn, CEO, BBDO New York.  “Data can help inform this creativity by helping us to uncover those behavioral insights that can drive behavior change.  In Sharona, we have an industry leader steeped in experience integrating data, analytics, media and measurement with the people part of the equation.  She will help us get to those insights more quickly, better anticipate our audience’s response and make the stories increasingly personalized and predictive.”  

Sankar-King brings more than 20 years of experience to her new role, including working with clients and products in telecommunications, retail, travel, financial services, healthcare, pharma, automotive, packaged goods, eCommerce, energy, and technology.  

Prior to MEC, Sankar-King served as VP, Strategy and Analytics, at Rapp Collins Worldwide and Group Director of Digital Analytics at Experian.