Doron Wesly, a media research executive with extensive experience ranging from traditional media planning to the new frontiers of digital media, has been named Leader of Business Science and Planning for Mindshare North America, a new position.
The announcement was made by Phil Cowdell, Leader of Mindshare North America, who said Wesly’s new role is effective immediately.
Mindshare is part of WPP’s GroupM, which also includes media and marketing services agencies Maxus, MEC and MediaCom.
Wesly will oversee customized market research and analytics initiatives for Mindshare clients and serve as chief liaison with the agency’s client teams for all research as it applies to media plans and programs. Wesly’s team of more than 25 experts will marshal all the agency’s research-related resources, both digital and traditional, and other data inputs to provide quantitative and qualitative insight at all stages of the media planning and execution process.
His position was the result of a streamlining of capabilities initiated by Cowdell which brought three separate agency units under one organizational umbrella. The areas were research, analytics, and Business Planning, a unit created in Mindshare’s 2008 reorganization that focuses on defining a client’s business opportunities and marketing challenges and developing a “go to market” strategy.
“Research and analytics are a major part of our agency’s DNA, both for existing clients and in new business pitches,” Cowdell said in making the announcement. “Doron and his team will put us at the forefront of the industry in this critical area and play a key role in the future growth of our agency.”
Prior to joining Mindshare Wesly was Global Media Director for Cheil Worldwide, Samsung’s in-house ad agency, based in Seoul, South Korea. Before that he served as Vice President, Strategic Services and Marketing Science at Millward Brown, a WPP company specializing in advertising, marketing communications, media and brand equity research. In that role he developed media-based marketing solutions and focused on client engagement and market development.
Before joining Millward Brown, he served as director of industry research for the Interactive Advertising Bureau (IAB), a New York City-based trade association representing the interests of leading companies in the interactive space. While at the IAB, Wesly played an integral role in the organization’s Cross Media Optimization Study (XMOS), and stewarded projects focused on search, classifieds, and other vertical markets.
Wesly will be based in New York and will report to Cowdell. He is a citizen of both the Netherlands and Israel and is fluent in Dutch, German, French and Hebrew.