Western Bolsters Research Arm

By Kathy Tyrer

LOS ANGELES–A longtime D’Arcy Masius Benton & Bowles media research expert has been hired by Western International Media as the shop promoted a research executive.

Cheryl Idell has advanced to president of strategic planning and research; Bruce Goerlich, reporting to Idell, has joined Western from DMB&B in New York as executive vice president and director of research. Both will work in the Los Angeles office.

‘We believe that our grasp and application of media research is the crucial difference which sets Western apart from other media entities,’ said Western International Media president Michael Kassan. ‘Bruce Goerlich is a major player and terrific addition.’

For 13 years, Goerlich served as DMB&B’s media research director, developing worldwide media research standards, managing media systems and acting as clients’ key media research contact.

Idell joined Western in 1989 as media research director. She created the Wirlds division to focus on clients’ local and micro research needs, and helped create the WIMC University, an ongoing staff training program.

As president and director of research, she developed Western’s database marketing and new media division. Now, Idell will play a leadership role in new business efforts and in crafting strategic marketing and integrated communications plans for Western clients.

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