D'Arcy Masius Benton & Bowles has named Hank Bernstein North American media research director. He will report to worldwide media director Kevin Malloy.
Bernstein will supervise the agency's media research systems and overall process, while also bringing consumer research into the traditional mix. He will oversee five researchers. "Hank's role will be a lot closer to traditional account planning, with his understanding of consumer insights," said Malloy, who believes that deeper knowledge of the buyer makes for more insightful media plans. "That's what we're all driving at." The North American media research director post had been vacant since John Marks left in September.
A 24-year veteran of DMB&B, Bernstein had been director of worldwide strategic resources, overseeing primary research and software development. He also headed the knowledge management team of DMB&B's Global Strategic Group. Chief strategic officer Sam Hill will take on those responsibilities.
Separately, Malloy, 34, became the youngest addition to DMB&B's now 13-member worldwide board of directors on April 1. Malloy "brings a truly global perspective to the rapidly changing media scene," said Arthur Selkowitz, DMB&B chairman and chief executive. Previously the multinational client media director, Malloy became worldwide media director in January. He succeeded Michael Moore, who now chairs The MacManus Group's media task force, of which Malloy is a member.
That group will determine how to combine media operations at DMB&B, N.W. Ayer & Partners and TeleVest into an independent MacManus unit.