McCann Worldgroup announced today that it has named Nathan Brown as Global Chief Audience Architect, a new role for the firm, effective May 1, and has promoted Michelle Tang to Global Chief Growth Officer at McCann, effective now.
Brown will be responsible for building a global audience planning practice that provides a deep understanding of people and their behavior across devices, content and platforms. It will connect all McCann Worldgroup disciplines that have audience expertise into a global community, further inspiring and mobilizing the agency around audience planning. This approach will benefit existing and new clients alike by providing in-depth analysis of their current and potential future audiences, catalyzing growth and creative opportunities, and developing the McCann Worldgroup product.
Daryl Lee, CEO do McCann Worldgroup e McCann, disse:
“Nathan knows the power of audience understanding to drive significant growth for brands, and he will bring that fluency in audience connection to a very welcoming community here at McCann Worldgroup. In today’s world, where brands need to move in sync with their audience, we must bring the best of media mindset to the heart of the creative process. Nathan’s empathetic style, creative sensitivity and strategic ability to discern an insight from a mere data point will make him an invaluable accelerator of our collective creativity.
Brown’s experience spans multiple disciplines on three continents. He moves to McCann Worldgroup from sister agency IPG Universal McCann (UM), where he served for two years as Director of Global Strategy for the media company. Her successful time at UM includes working closely with the agency’s global brands, including J&J and American Express, among others. Prior to UM, Brown spent six years as US CEO of media agency Omnicom PHD. He began his career in his native Australia working for various agencies in planning, strategy and new business roles before moving to the US to lead communications planning for J3, UM’s dedicated unit for J&J.
As audience planning drives growth, Brown will also lead the strategic growth of the McCann Worldgroup network globally, guiding existing and potential clients, as well as client teams, to integrate audience activation deeper into their brand stories and experiences. Brown said:
“Finding the sweet spot between what audiences and brands want is key to modern growth planning. I am excited to further build that muscle at McCann Worldgroup to help our customers grow.”
In this growth role, Brown will partner with Michelle Tang, who is being promoted to Global Director of Growth for McCann, effective immediately. Since joining McCann as Digitals’ Chief Growth Officer for North America in 2022, Tang has been a driving force behind recent McCann wins including Smirnoff, Prudential and Post Consumer Brands. In her expanded role, she will serve as the central point of contact for the network’s global new business launches and lead the new business function at McCann and McCann Worldgroup globally. Tang has a 15+ year track record of helping agencies grow, with experience at leading holding companies and agencies including FCB, Organic, Wunderman Thompson and more. Lee added:
“Michelle Tang is on fire. In just one year, she has proven to be an incredible leader in new business, amassing an impressive track record of winning in the United States. I am excited to see her lead the new business community globally to new heights.”
Marcy Q. Samet, current Chief Growth & Development Officer at McCann Worldgroup, who previously served as global CMO at MRM, will assume a new role supporting IPG with high-impact growth initiatives, with a focus on commerce across the enterprise. During her long tenure at MRM, Samet has led the agency through a period of explosive growth and industry recognition and is uniquely suited to the role of IPG due to her deep relationships and history across the holding company.
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