UM Creates ‘Intelligence’ Arm

Universal McCann has expanded and reorganized what it calls its “media intelligence” operations, bringing research, modeling and analysis func tions together as Universal Knowledge.

Heading the new entity as svps/co-directors are Jon Swallen, the former Ogilvy & Mather research exec who joined UM in August 2000 to run media-modeling arm Universal Solutions, and Susan Nathan, who was UM’s svp/U.S. director of research.

Universal Knowledge, to be based in New York, will incorporate all of The Interpublic Group of Cos. media network’s “insights, research, proprietary systems and tools development, and information banking and sharing,” said Mark Stewart, UM’s evp and U.S. media director. “[These resources] are very much at the front end of everything we do.”

Universal Knowledge will consist of five units: Uni versal Solutions; research arm Universal Insights; Universal Fu tures, which will examine near- and longer-term issues such as interactivity; Universal Forecasting; and UM Bank, an online intranet/extranet where cli ents and UM staffers can share information.

Swallen will still run Uni versal Solutions, but will be joined by Mar ston Allen, managing director of UM’s Shanghai office, who becomes svp, director of Universal Solutions. Nathan will head Universal Insights and UM Bank.

Universal Futures will be run by svp Mitch Oscar; Universal Fore casting will be run by the shop’s well-known forecaster, Robert Coen.