TMW sets up ‘effectiveness’ team

TMW is continuing to shake up its agency structure by creating a new marketing effectiveness team – designed to work across its client base to provide marketing strategy insights, and showing how they could be improved.
Head of automotive Julie Roberts has been handed the role to lead the team, as head of marketing effectiveness.
The role involves monitoring, evaluating and reporting on client’s marketing activity, with the results being used to feed into the planning process for future projects. Some of the division’s key outputs include benchmarking, budget optimisation and campaign evaluation.
Just last month the agency rewarded executive creative director Daren Kay for his long-standing service to the agency by appointing him director of innovation, heading up a new unit dubbed ‘the influence lab’.
Roberts brings over 20 years’ of marketing experience to the role, with the last eight of these gained at TMW. Most recently Roberts held the position of head of automotive and prior to that she was digital business development director. This new role feeds into the agency’s ‘Intelligent Influence’ proposition, which offers joined up thinking that is underpinned by intelligence. Roberts will report directly to TMW’s director of strategy Kate Wheaton.
Roberts said: “The daily challenge will be to try to maintain a balance of fact, proof and science without smothering the fluid, intuitive realms of creativity. One of the best challenges yet.”

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