ED GAFFNEY TO LEAD INVESTMENT RESEARCH FOR GROUPM IN THE U.S.
Gaffney to Focus on Device-Agnostic Measurement for Video, Audio and Print
New York, December 20, 2016 - GroupM, the media investment management group of WPP, today announced the promotion of Ed Gaffney to Managing Partner, Director of Implementation Research and Marketplace Analytics for GroupM in the United States. Gaffney now leads one of the largest research departments in the media agency business, covering television, digital, print, radio and local advertising. Gaffney’s immediate priority is the ongoing development of device-agnostic, cross channel media measurement and the application of audience insights to media trading to the advantage of GroupM’s clients. He succeeds Lyle Schwartz, following his promotion to President of Investment, North America. Gaffney will work closely with the [m]PLATFORM team to infuse GroupM clients’ media plans with insights start to finish.
As Managing Partner, Director of Tactical Planning at GroupM for the past seven years, Gaffney played an integral role on GroupM’s Investment organization which is known for its progressive positions on measurement in areas like time shifted TV viewing, digital advertising viewability and brand safety of the digital supply chain. Among his many accomplishments, Gaffney was instrumental in the development and integration of consumer purchase data with return path media data in national video trading, creating the foundation for the GroupM Data Solutions team. This innovative approach to audience targeting further advanced his clients’ ability to go beyond demographics for a more effective delivery of video impressions to prime targets. Gaffney has helped advance GroupM’s agenda with his forward-thinking yet pragmatic approaches to measurement, and his involvement with the Coalition for Innovative Media Measurement (CIMM), as well as numerous media partner client councils.
“As ever, there is work to be done in media measurement to keep pace with change and to ensure the data provided to advertising clients is up to the task of informing their investment decisions both accurately and reliably. This may never have been more important than it is today, as investment continues to shift to more targeted and accountable media,” said Lyle Schwartz, President of Investment, GroupM North America. “Ed is one of the most talented and disciplined researchers in the business, who is passionate about using measurement to make the industry stronger for our clients and media partners alike.”
GroupM is the leading global media investment management group serving as the parent to WPP media agencies including Mindshare, MEC, MediaCom, Maxus, Essence and m/SIX, as well as the programmatic digital media platform, Xaxis, each global operations in their own right with leading market positions. GroupM’s primary purpose is to maximize the performance of WPP’s media agencies by operating as leader and collaborator in trading, content creation, sports, digital, finance, and proprietary tool development. GroupM’s focus is to deliver unrivaled marketplace advantage to its clients, stakeholders and people, and is increasingly working closely for the benefit of clients with WPP’s data investment management group, Kantar. Together GroupM and Kantar account for over 50% of WPP’s group revenues of more than $20 billion.
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