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IAG Research, the TV ad effectiveness ratings company in New York, has installed Alfa O’Neill as executive vice president, entertainment research. O’Neill will provide media and market research expertise to support the movie titles and television programs of current IAG entertainment clients, develop new data products and analytic tools using IAG’s proprietary data collection system, and forge new business relationships. Previously, O’Neill was executive vice president and general manager of McCann Erickson Entertainment, where she was responsible for leading all aspects of the Sony Pictures Entertainment account, which included Sony’s theatrical, home entertainment and television multimedia campaigns.
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