Sue Davidson has joined MediaCom in the dual role of senior partner and director of communications planning as well as director of the agency's newly launched Freshness Initiative. The focus of her work will be to encourage fresh, creative thinking both in communications planning for clients and throughout the entire WPP Group-owned agency.
Working within the consumer insights division and reporting to MediaCom chief strategy officer Margaret Lewis, Davidson will help clients formulate and deliver strategic plans according to their business goals, audience and brand, with a particular focus on data-driven customer insights.
Internally, she will lead MediaCom's efforts to bring innovation and creativity to all aspects of the operation, with a goal to influence both agency culture and the work that MediaCom does on a daily basis for its clients.
The shop first launched the so-called Freshness Initiative at its U.K. operations. Rolling out globally in 2009, the program recently kicked off with an international "If I Ran the Company" competition that involves more than 4,000 MediaCom employees. All employees were grouped into teams and asked to submit their ideas for improving the agency. Winning ideas from each region were selected and are currently being implemented.
"Sue possesses the perfect blend of creativity, strategic thinking and enthusiasm to make our freshness program a tremendous success. We are thrilled to have her on board to lead this very important initiative, and to help bring an added dimension to the work that we do for our clients," said Doug Checkeris, CEO, MediaCom North America.
Prior to MediaCom, Davidson was a strategist at Omnicom's Atmosphere BBDO and before that at Publicis Groupe's Digitas. She has worked with clients including Pfizer, Microsoft, General Motors, XM Satellite Radio, Target and AT&T Wireless.