MEC Taps LaMontagne for Insights Post

WPP Group’s Mediaedge:cia has hired veteran research executive Theresa LaMontagne in the new post of managing director of analytics and insights for North America.

LaMontagne is tasked with reorganizing existing media research, digital analytics, data and modeling teams into a single integrated unit. The new offering will serve as a template for similar reorganizations that will be implemented within MEC regions around the world.

Previously, LaMontagne was svp, data analytics and insights at Aegis Group’s Carat. Before that, she was director of advertising sales research at Yahoo.

Commenting on the hire, MEC North American CEO Lee Doyle said, “The combined analytics offering is a natural evolution of MEC’s services and is critical to addressing the future needs of our clients.” Through LaMontagne’s efforts MEC will enhance client service “by better understanding the affects of digital and traditional media in the purchase pathway,” Doyle said.

While overseeing the North American research operation and reporting to Doyle, LaMontagne will also work with Stephan Bruneau, global director of analytics and insight, to insure consistency for the work conducted on behalf of global clients like Colgate and Campbell Soup.

Commenting on her new role, LaMontagne said, “There is a tsunami of data coming at advertisers from all different sources. By bringing all the skill sets together in a more integrated fashion we believe we can drive stronger results, be it for targeted measurement, overall plan performance, speed to market or cost-efficiencies.”

Reporting to LaMontagne are Fran Kennish, senior partner, director of strategic planning, MEC MediaLab; Jennifer Zola, partner and director of strategy and Insights; and Mark Zomick, senior partner overseeing data integration at the shop’s Competitive Edge unit.

Prior to her stint at Yahoo, LaMontagne was an associate consumer insights director at BBDO, and earlier served as vp, product development at Simmons Research.

The integrated approach that LaMontagne is implementing in North America will also be rolled out in other regions with “slight nuances depending on the market,” she said. The precise timing of those rollout plans is still being determined.