McCann Worldgroup promotes Laura Simpson to President of McCann Worldgroup Truth Central and Global Chief Intelligence Officer
NEW YORK and LONDON, June 10, 2021 / PRNewswire / – McCann Worldgroup today announced that Laura Simpson was promoted to president, McCann Worldgroup Truth Central and Global Chief Intelligence Officer, to head the network’s intelligence unit. McCann Worldgroup’s extensive intelligence capabilities include the official launch of the agency’s Truth Engine, a proprietary tool that provides network access to proprietary information (aka “truths”) identified by McCann Worldgroup (MW) Truth Central , the network’s global intelligence unit, since its inception ten years ago.
Laura will continue to lead the network’s venerable global intelligence capacity that has been the driving force behind some of the most impactful and culturally significant marketers over the past decade. The unit’s in-depth repository of current and historical information on everything from generational cohorts, youth, shopping, beauty, age and moms, to global brands, diversity, wellness , privacy and, more recently, culture and covid, among many other topics, has been a critical asset for clients as they define and activate the meaningful role they gain in people’s lives.
In his new role, Simpson will be responsible for guiding the creation, use and connectivity of the ever-expanding suite of intelligence resources, including internal and proprietary assets such as those of MW Truth Central and Interpublic Group (IPG’s). Acxiom in addition to the active external resources of third parties. She will also oversee the development of new analytics and applied intelligence tools, techniques and platforms where objective data is explored to uncover macro forces impacting brands and the world at large. Simpson will also be responsible for developing new ways to apply ideas and thought leadership, which will have even greater impact for McCann Worldgroup’s client as well as for the network itself.
Simpson noted, “What sets an agency apart is not just their intelligence about the world, people and cultural trends that change us all, but how that intelligence is applied to solve the unique challenges each brand faces. and ultimately propel his business forward. The Truth Engine provides everyone in our network with the intelligence they need to generate bold marketing rooted in powerful information – that’s why we’ve generated some of the most successful creations. impactful industry, unmatched applied intelligence capabilities will be more crucial than ever. “
Simpson, who has worked at McCann for 16 years, previously headed Trends and Insight for McCann London before taking on the role of MW Truth Central, and had worked with major global MW clients such as L’Oréal, Mastercard and Nestlé. At MW Truth Central, she leads a dedicated global team of experts in both quantitative and qualitative research as well as anthropological methods (the latter developed by Dr. Rodney Collins, Global Director MW Truth Central and Resident Anthropologist). Its team also includes specialists in specific market sectors, such as the luxury goods and services market led by Nadia Tuma-Weldon, Global Director, MW Truth Central. Each member of the Simpson team is an expert in one region of the world, consumer demographics, or research method, which contributes to a differentiated thought leadership approach grounded in multiple perspectives.
“In our industry, knowledge is really power… the more we know about people’s attitudes, beliefs and behaviors, the more effectively we help our brands play a meaningful role in people’s lives,” said McCann Worldgroup Global President Suzanne Powers. “Laura has a sixth sense to not only identify the most important forces impacting the world, but also to leverage that knowledge to unleash creativity and directly solve our clients’ business challenges – what we call ‘application’ radical ”. As we emerge from lockdowns and quarantines, it will be more important than ever to arm our customers with the knowledge of a world forever changed by a multidimensional global pandemic and the ever-changing needs of the audiences they serve.
Laura’s photo is available upon request.
ABOUT McCANN WORLDGROUP
McCann Worldgroup, part of the Interpublic Group (NYSE: IPG), is a creativity-driven global marketing company whose professionals are united in more than 100 countries by one mission: to help brands play a meaningful role in the people’s lives. McCann Worldgroup was named “Global Agency of the Year” by Adweek Magazine, “Network of the Year” by the Cannes Lions, the World’s Most Creative Marketing Services Company by the Effie Awards (for three consecutive years) , “Global Network of the Year” by Campaign Magazine and “Network of the Year” by the Webby Awards two years in a row. The network includes McCann (advertising), MRM (science / technology / relationship marketing), Momentum Worldwide (total brand experience), McCann Health (professional communications / dtc), CRAFT (production), Weber Shandwick (public relations) and FutureBrand (advice / design).
SOURCE McCann Worldgroup