McCann Worldgroup Starts Marketing Sciences Practice

Schwartz, Simpson to lead

McCann Worldgroup is launching a new Marketing Sciences practice that will incorporate marketing performance analytics and market intelligence into all the work produced by Worldgroup companies.

Marc Schwartz, global lead, data and analytics for SapientNitro, and Laura Simpson, a McCann "truth scout" in London, have been named as the global leadership team for the new New York-based initiative. Schwartz becomes McCann Worldgroup’s global director of performance analytics; Simpson moves to the U.S. as global IQ director.

At SapientNitro, Schwartz worked across clients like Coca-Cola, Unilever, Johnson & Johnson, General Mills and American Airlines. Prior to that company, Schwartz was evp multichannel consumer engagement for DDB and earlier in his career worked as global director of data strategy for Wunderman.

Simpson has been a McCann truth scout for 12, interviewing consumers about different topics and brands for clients like L’Oreal, Tragus, Premier Foods and B&Q. For the last six years she has worked as head of trends and insight for McCann London. Simpson launched the ‘Moody Britain’ study about the emotional highs and lows of British culture, the findings of which she presented to deputy Prime Minister Nick Clegg. Prior to McCann she worked at market research company Synovate.

The initiative was launched by Daryl Lee, Worldgroup’s chief integration architect, to whom Schwartz and Simpson report. The team will also work alongside integrated strategy directors Ed Castillo and Erik Jansen.