Y&R Names Sussman President of BAV Research Arm

WPP-owned marcoms group Young & Rubicam (Y&R) has promoted Michael Sussman to the position of President of its research arm BAV Worldwide.

BAV (BrandAsset Valuator) is a global research study that aims to map the impressions consumers have of various brands, and their relation to them. The study assesses relevant personality traits and compares brands within and across categories.

Sussman (pictured) has been with Y&R for seventeen years, and most recently served as Global Director of Analytic Insights and Strategy for Y&R Advertising, overseeing the BAV proprietary brand model and database, as well as other quantitative tools. In his new role, working with Y&R's Global Planning Director Sandy Thompson, Sussman will lead the integration and growth of BAV throughout the agency, and will oversee the global BAV research and fielding process.

Global CEO David Sable comments: 'Michael has been part of the development of BAV since shortly after its inception. He is deeply committed to the agency, full of passion for brands and masterful at interpreting data to tell compelling stories about them.'

Web site: www.yr.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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