Interpublic’s McCann Worldgroup has appointed Nathan Brown as Global Chief Audience Architect, a new role for the company, effective May 1. The Group has also elevated Michelle Tang to Global Chief Growth Officer, McCann, effective immediately.
Brown will be responsible for building an audience planning global practice that provides understanding of people and their behavior across devices, content and platforms.
He is also tasked with connecting that new practice and its learnings with all the disciplines across McCann Worldgroup that have audience expertise, the idea being to further mobilize the agency around audience planning in a bid to better serve clients. He will also lead strategic growth efforts for MWG globally, working with clients and client teams to integrate audience activation more deeply into their brand storytelling and customer experience efforts.
Brown moves to McCann Worldgroup from sibling IPG agency Universal McCann (UM), where he served for two years as the media company’s Global Chief Strategy Officer. He worked with global brands, including J&J and American Express, among others.
Prior to UM, Brown spent six years as U.S. CEO of Omnicom media agency PHD.
“Nathan knows the power of audience understanding to unlock significant growth for brands, and he will bring this fluency in audience connection to a very receptive community here at McCann Worldgroup,” stated Daryl Lee, CEO of McCann Worldgroup and McCann. “In today’s world, where brands need to move in sync with their audiences, we must bring the best of the media mindset deep into the heart of the creative process.”
The agency said Brown will partner with Tang, who joined McCann as Chief Growth Officer, North America from Digitas in 2022. She is credited with spearheading efforts to reel in recent new clients like Smirnoff, Prudential and Post Consumer Brands.
In her expanded role, she will lead the new business function across McCann and McCann Worldgroup globally. Tang is a 15-year agency veteran with experience across top holding companies and agencies including FCB, Organic, Wunderman Thompson and others.
Separately, the agency said that Marcy Q. Samet, current Chief Growth & Development Officer for McCann Worldgroup, who previously served as global CMO at MRM, will move into a new role supporting IPG growth initiatives, with a focus on enterprise-wide commerce.