Publicis Groupe’s MediaVest USA has
appointed Larry Davis-Swing to the newly created post of senior vice president, analytics director. The appointment is effective immediately.
The appointment is the first big hire by Brian Terkelsen since he took the CEO reins at the agency in June. Davis-Swing will be based in New York and report to Terkelsen. He will also serve on the agency’s Executive Committee.
Davis-Swing will lead the agency’s analytics practice, driving approaches to understand the massive amounts of data available to marketers in the digital era.
“As our sources of data continue to grow, we are quickly moving into an era where it's not about what we can measure, but what we do with that measurement to determine how consumers will interact with our brands,” stated Terkelsen. “By harnessing data, we can create meaningful experiences that entertain and enrich people’s lives and drive results,” he added.
Davis-Swing joins MediaVest from Symphony IRI, a market research company focused on the CPG, retail and healthcare industries. There, he was the chief analytics contact for IRI clients. He led the company’s effort to enhance digital measurement and oversaw analytics for the company’s product innovation group.
Previously, Davis-Swing was executive director, marketing intelligence at Omnicom’s digital shop Organic. He led Organic’s modeling group and delivered a range of statistical models, including predictive, marketing mix and forecasting.
Earlier, Davis-Swing ran the North American analytics team at Mindshare, where he oversaw increases in the shop’s analytics revenue stream during his five-year tenure.