BBDO Doubles Down on Data by Hiring New Head of Marketing Science

Sharona Sankar-King to help develop 'the right kind of creative'

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BBDO has not abandoned its focus on "The Work, The Work, The Work," but Adweek's 2015 U.S. Agency of the Year has created an evp, head of marketing science role to help ensure that the work is more rigorously tested. This week the Omnicom agency's New York office announced the hiring of Sharona Sankar-King to fill the new position in what amounts to an expansion of its data-based approach to creative product.

In discussing his agency's success for last year's profile piece, BBDO New York CEO John Osborn pointed to the team assembled by head of data solutions Tina Allan, who joined the shop in November after more than a decade with direct marketing agency RAPP, as evidence of its strategic attempts to "maximize our creative impact."

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