McCann Worldgroup elevates Simpson to Global chief intelligence officer, president
McCann Worldgroup (MWG) has promoted Laura Simpson to the new role of President of the agency network’s intelligence unit McCann Worldgroup Truth Central as well as Global Chief Intelligence Officer for MWG. Simpson reports to MWG Global President Suzanne Powers.
She continues to head up the network’s venerable global intelligence capability that has been the driving force behind some of the most impactful and culturally-significant marketing over the last decade.
In her new role, Simpson will be responsible for guiding the creation, usage and connectivity of the ever-expanding suite of intelligence resources, including internal, proprietary assets such as those from MW Truth Central and Interpublic Group’s (IPG’s) Acxiom in addition to external third-party assets. She will also oversee the development of new analytics and applied intelligence tools, techniques and platforms where objective data is explored to unearth the macro forces that impact brands and the world at large. Simpson will also be charged with pioneering new ways of applying insights and thought leadership, driving even more impact for McCann Worldgroup’s clients as well as the network itself.
Speaking on her promotion Simpson noted that: “What sets an agency apart is not just its intelligence on the world, people and the cultural trends changing us all but how that intelligence is applied to solve the unique challenges each brand faces and ultimately propel their business forward. The Truth Engine arms everyone within our network with the intelligence they need to generate bold marketing rooted in powerful insights which is why we’ve generated some of the most impactful creative in the industry. As we look to a cookieless future and a world reimagined, our unmatched applied intelligence capabilities will be more crucial than ever before.”
Simpson, who has been with McCann for 16 years, was previously head of Trends and Insight for McCann London and had worked with major MWG global clients such as L’Oréal, Mastercard, and Nestlé.
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