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D’Arcy Masius Benton & Bowles has named Hank Bernstein North American media research director. He will report to worldwide media director Kevin Malloy.
Bernstein will supervise the agency’s media research systems and overall process, while also bringing consumer research into the traditional mix. He will oversee five researchers. “Hank’s role will be a lot closer to traditional account planning, with his understanding of consumer insights,” said Malloy, who believes that deeper knowledge of the buyer makes for more insightful media plans.
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