Koerner Gets a New Worldview

Stacey Lynn Koerner has the “skills of a salesman and the temperament of a diplomat,” according to Interpublic Group colleague and fellow researcher Steve Sternberg. The peripatetic media thinker will need both talents in her new role as evp, director of global research integration at Initiative Media Worldwide.

Koerner, 33, was promoted to the new post last week from svp, director, broadcast research, where she focused on the U.S. Based in New York, she will report to David Ernst, evp, director of the shop’s research arm, IM Solutions.

At Initiative, Koerner has forged alliances with academics involved in various research disciplines. She played an integral role in Initiative’s Massachusetts Institute of Technology partnership, which focuses on issues such as consumer behavior and interactivity.

She began her career a decade ago as a researcher at Katz Communications and then CBS, moving on to positions at D’Arcy Masius Benton & Bowles and TN Media. (Initiative absorbed TN after IPG’s 2001 purchase of True North Communications.) Koerner also studied communications as a graduate student in London and Prague, and so she feels she knows the territory.

“Technology and rapid deployment of digital applications are changing how people react to media all over the world, and it’s a development that I’ve been attuned to for a long time,” she said. “Initiative has a globally respected research team in place, [and] my job will be to connect the international regions.”

Sternberg, director of audience analysis for sister IPG unit Magna Global and a colleague when both were at TN, said, “Stacey is one of the few people with this kind of position—someone who can speak to people across barriers and understand them perfectly.”