IPG Forms Consumer Experience Practice

NEW YORK Stacey Lynn Koerner, evp, director of global research integration at Interpublic Group’s Initiative, has been named president of the Consumer Experience Practice, a newly formed unit within IPG Media.

Koerner will lead a team of eight specialists who will advise clients on how to effectively connect with consumers in the evolving media landscape, IPG said. The unit is based in New York and Koerner will report to Mark Rosenthal, CEO of IPG Media.

“In the age of the empowered new consumer, the establishment of this unit at Interpublic Media is a logical next step in broadening our offering and further maximizing the opportunities for our client partners in the emerging media space,” Rosenthal said in a statement.

Koerner joined Initiative in August 2001, when True North Media merged with Initiative ,as svp, director of broadcast research. She was promoted to her evp post in 2003.

At Initiative, Koerner spearheaded numerous media research programs, including PropheSee, Initiative’s proprietary tool that analyzes online discussions about media content and brands; Ad*VIZR, which uses fan culture and engagement research to deliver specific program, cross-media and branded entertainment recommendations for clients in television; and The Expression Project, an on-going study of the value of audience engagement co-founded with the Massachusetts Institute of Technology Comparative Media Studies Program in 2001.

“Consumers are moving fluidly and dynamically through media and content today,” Koerner said in a statement. “Our challenge is to create brand experiences that move with them in ways that heighten their engagement rather than disrupt it.”