• by Larissa Faw , May 1, 2018

MDC Partners agency Doner is launching the Consumer Connections practice to help clients better understand data and consumer behavior. 

The division combines data strategy, brand strategy and social strategy with technology and behavioral sciences in order to make more accurate predictions about how people behave.

This practice will also expand Doner’s relationship with AI consumer insights firm Crimson Hexagon as well as its partnership with Michigan State University’s Media and Advertising Psychology Lab to test and measure both behavioral and physiological responses to content. This approach has already been applied to brands like Jeep, Potbelly and the LA Clippers, which laid the foundation to this new endeavor. 

Marcus Collins, current senior vice president, social engagement, will expand his responsibilities to serve as the unit's newly created chief consumer connections officer. In addition to partnering with teams across the Doner network, supporting Collins will be Caitlyn Delaney, who is being promoted to vice president, connection data strategy and Olivia Roth, who is being promoted to senior brand strategist.

Prior to joining the MDC Partners network in 2015, Collins led the social engagement practice at Translation in New York, and previously he led iTunes + Nike sport music initiatives at Apple iTunes Partner Marketing and ran digital strategy for Beyoncé. 

“Marcus’ unique background as both a practitioner and academic has pushed us ahead in creating new strategic approaches for marketers to establish relationships that impact culture and, ultimately, commerce,” stated Doner CEO David DeMuth.