We Are Social promotes insight chief to global post

Digital marketing agency We Are Social has promoted UK head of research and insight Paul Greenwood to take on the role on a global basis, covering 19 worldwide offices, and leading the agency’s global R&I council.

Having joined We Are Social in 2012 as senior social media analyst from online corporate communication agency The Group, Greenwood swiftly moved up the ranks as has been in his current role since January 2014.

He will now take on the responsibility for strategic leadership of We Are Social’s global R&I capabilities, evolving and building the offering, while driving consistency, efficiency and quality standards across the group.

Greenwood has also been tasked with spearheading product innovation, and leading the data and effectiveness function, ensuring a unified and innovative approach to measuring content and campaign success on social.

This will entail leading R&I delivery for We Are Social’s key global clients, identifying innovation and growth opportunities across the agency’s roster, which includes brands like Adidas, Activision and Samsung.

In addition, Greenwood will work closely with We Are Social’s expanding cultural insights team to develop global thought leadership initiatives, such as We Are Social’s annual Think Forward trends report, and looking at bringing a more diverse perspective to research and creativity.

He will join the agency’s global leadership team and continue to report to We Are Social’s global chief strategy officer, Mobbie Nazir, who said: “Paul has led the UK R&I team from strength to strength, while leading and growing our R&I clients and capability across the global network.

“I’m delighted that, with this promotion, he’ll have the opportunity to build further on this work. He’s a collaborative communicator and a unique thinker who’s played a pivotal role in scaling out our capability across the network – I’m excited to see where he takes us next.”

Greenwood added: “I’m super excited to take on this role. It shows the agency’s commitment to advancing our cultural insight and social intelligence capabilities, empowering our teams to drive innovation and deliver unparalleled insights across our network as well as delivering on proving the value of social in the marketing mix through a renewed focus effectiveness.

“I’m very much looking forward to collaborating with our forward-thinking clients in this dynamic and ever-evolving landscape, pushing the boundaries of what’s possible in social and tackling some of the burning industry issues with the great R&I teams we have around the globe.”