With a number of agencies as part of its network including Zig, henderson BAS, Veritas Communications and Crispin Porter + Bogusky, marketing and communications firm MDC Partners can now add consumer research to its offering. The new division will offer data and analytics capabilities that will enable MDC Partner agencies to deliver on the many performance-based and addressable advertising initiatives critical to large marketers in an age of integrated digital and multi-channel media.
“From the feedback that we’ve received from our partners, CMO’s, industry leaders and investors, and our own recent successes, it is clear that a core part of our go-forward strategy needs to incorporate the use of data, analytics and technology,” said Miles Nadal, Chairman and CEO, MDC Partners. “This will allow our companies to derive deep consumer insights and strategies to help clients better target and measure marketing programs across multiple channels of engagement. Accordingly, I am pleased to announce the formation of MDC Partners Consumer Insights Group, which will be led by Chris McDonald.”
Former Abacus Executive Vice President and GM has been tapped to lead the new group.