TBWA Taps Publicis Media, IPG Execs For Global Data, Intelligence Roles

In a bid further bolster its strategy and data capabilities, TBWA\Worldwide has appointed Alyson Stevens as Global Head of Connected Intelligence and Michael Horn as Global Head of Data Product. 

Both Horn and Stevens will report to TBWA\Worldwide Chief Strategy Officer Agathe Guerrier.   

“Alyson and Michael’s mission will be to orchestrate a practice of intelligence and data grounded in Disruption: designed to understand change, not current states; and to imagine what could be, not just what is, ultimately propelling our clients towards a greater share of the future,” stated Guerrier. 

Stevens is tasked with elevating TBWA’s Intelligence and Knowledge practices and helping clients understand their biggest growth opportunities. She will also connect the dots between different sources of Intelligence within the group including TBWA\Worldwide, local agencies, centers of excellence, as well as cultural (Backslash), social (65dB) and data-based primary research. 



Partnering with Guerrier and Horn, Stevens will also work with external data suppliers as well as partners like Gartner and Forrester to develop new and proprietary methodologies and create proprietary IP. 

Horn will leverage data and technology to fuel TBWA’s creative product and client business growth, as the agency continues to expand its remit beyond advertising to brand orchestration and experience design. He’ll be charged with further developing the company’s data services and products. He will also lead TBWA’s global data capabilities and partner with Omnicom’s internal data suppliers and partner agencies, including Annalect, Omnicom Media Group, Omnicom Precision Marketing Group, and Sparks & Honey, as TBWA further integrates Omnicom’s Omni platform into its ways of working. 

Stevens joins TBWA from Publicis Media, where she served as SVP and Director, Insight & Analytics. In her role she connected capabilities across the agencies of Publicis Groupe, with a focus on understanding emerging consumer behaviors. Earlier she served at Starcom MediaVest Group for 16 years, including SVP, Global Director, Human Experience Strategy. 

Horn joins from Huge, where he served as Chief Data Officer, leading the data strategy, analytics, research, and personalization practice for the digital experience and product strategy firm. He led a team of 50+ analysts and researchers supporting all of Huge's global offices, working with brands such as Google, Spotify, Vanguard, and Fiat Chrysler Automotive.  Prior to that, he served as SVP, Chief Analytics Officer at Resonate, where he directed a team of analysts and researchers to build and scale its consumer research and digital targeting platform.  



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