IPG Media Strengthens Consumer Practice

NEW YORK Interpublic Group Media has expanded its consumer experience practice with the appointment of two executives to new posts at the unit, which was formed earlier this year to help IPG clients better understand evolving media usage patterns.

Alex Chisholm has joined as vp and director of content experience analytics, and Mahesh Krishna comes aboard as vp and director of brand experience analytics.

Based in New York, they will report to practice president Stacey Lynn Koerner. Their work, said Koerner, “will drive greater understanding of consumers’ changing relationships with traditional and emerging media content and brands.”

Chisholm will develop new research tools to observe and measure consumer use of content. He will also manage the company’s PropheSee business initiative that measures consumer attitudes toward content.

Chisholm previously served as the director of external relations for the MIT Comparative Media Studies program. He supervised a two-year study with IPG media agency Initiative that led to its development of a consumer engagement measurement tool known as the “Expression.”

Krishna will monitor trends that drive consumer interest in particular ad categories and brands, as well as co-manage the PropheSee business. Previously, Krishna was a brand planner and manager at Young & Rubicam in New York.