Havas Media Group is continuing to beef up its direct marketing skills with the appointment of Yvonne O’Brien, formerly managing director of IPG Mediabrands Marketing Sciences UK & Ireland, to the newly created role of group chief insight officer.
Reporting directly to Havas Media Group boss Paul Frampton, O’Brien will focus on ensuring that insight and effectiveness are at the heart of the group’s offering.
Starting next week, she will oversee the research, insight and econometric teams and work closely with data and marketing tech consultancy DBi and trends agency SCB Partners. O’Brien will also play an instrumental role in the evolution and direction of the group’s annual “Meaningful Brands” research.
During her time at IPG Mediabrands, O’Brien established its marketing sciences division which comprised insight, research and analytics for the holding company.
In her role, she led 18 insight, data, research and analytics specialists to support agency brands, focusing on data partnerships and integration of key digital data sets to improve agency insight strategy product.
Prior to this, O’Brien was managing partner, specialising in research and insight, at Universal McCann. She has also held senior insight and marketing roles at Clear Channel UK, Opus and JCDecaux.
Frampton said: “Yvonne’s reputation in the insight and analytics space is second to none. Her leadership will be instrumental in rolling out the Havas vision of a more human approach to media, defined by genuine insight and data to inform more meaningful connections between people and brands.”
Earlier this week, Havas Media Group recruited James Shepherd as new head of mobile from Deep Focus London (formerly Jam) to spearhead its Mobext operation.
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