MDC’s Assembly Creates and Fills a New Strategic Role

Paul Beck leads research operation

Paul Beck is joining Assembly, the MDC-owned media agency launched earlier this year, in the new role of director, strategic services.

Beck was most recently chief operating officer at MDC's social media agency Attention Partners, where he worked with marketers like Mattel, Sports Authority, Target, Novartis, American Express, Morgan Stanley, Mead Johnson, Samsung and Dunkin' Donuts.

"I'm here to help build and facilitate a single message for research and planning across four different operations under Assembly," he said.

Assembly was created in March from MDC media entities TargetCast, RJ Palmer, Doner Media and IMS (Integrated Media Solutions). Martin Cass, the former president of Carat USA, was brought in as CEO and he has since expanded his top management team, including the hire of M&C Saatchi N.Y. chief Jeff Brooks as chief commercial officer and Fox Sports Media Group's Catherine Warburton as chief investment officer.

The newest member of that group, Beck will initially lead a team of 25, but that staff is expected to double over the next six to 12 months.

His mandate is to build a centralized strategy unit with analytics, syndicated and proprietary research, social media and communications planning.

"I see the code between channels, and those connections are where the new magic happens when we bring things together," he underscored. "In my past four roles, I always focused on one of them, like social, but here at Assembly it's about the connection between all those channels, and that's the new playground."

Before joining Attention Partners, Beck worked as vp, audiences and engagement at LBi and MRY, where he oversaw social media, search, paid media and analytics teams. He was previously evp, worldwide marketing at the feature film production company Illumination Entertainment and worldwide executive director, digital, Ogilvy Worldwide.