RPA Hires Media Insights Chief

LOS ANGELES Independent RPA has hired Claire Browne as vice president, director of media insights, research and accountability.

Browne reports to Coby Low, svp, director of media resources, and starts July 1.

Most recently director of research at National Cable Communications here, Browne said she was responsible for explaining the new complexities of the cable environment to both sides, agency and cable companies. She was instrumental in the rollout of NCC’s Fusion ratings data model to Western agencies’ customers, including RPA.

In that capacity, Browne had often dealt with RPA. One of NCC’s “prime directives” to her was to “go meet them, help them, introduce them to our research services.” Low said in a statement that she expects Browne’s work to ultimately increase RPA clients’ return on investment.

Browne’s agency background includes digital shops such as Razorfish, Tokyo, from 1999 to 2001, where she was director of client services, and later in Los Angeles; and CKS Partners, New York, where she was account director for online direct response and finally director of new business development.

“RPA will be [my] first time at a major, national advertising agency,” Browne said. “It’s a great platform. It’s the biggest agency without its own in-house research department.”

Browne said her personal goal at the Santa Monica, Calif., agency, which is the lead shop for American Honda Motors and its Acura division, is “to introduce dedicated research capacity and create value for the agency and its clients.” She added that in the new media world of commercial ratings and DVR viewing, for example, “it can be a little confusing if you come at it all at once.”

Having seen Honda’s media buying from the other side, Browne expressed confidence in the Torrance, Calif.-based automaker’s strategy.