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Merkle Hires for New Media Info Venture
Database marketing agency Merkle has announced the formation of a new business called LogicLab, which will combine elements of database marketing and 'traditional' market research; and has hired Experian Research exec Chris Wilson to lead it.
LogicLab will focus on applying the quantitative disciplines of data-driven marketing to the media buying process of evaluating, optimizing and purchasing advertising.
Wilson brings 20 years of experience to the role. Most recently he was President of Experian Research Services, overseeing a senior-level team developing database integration solutions for strategic planning and media buying. Before this he was President and COO at Simmons Research (now part of Experian), helping the company adapt from a magazine readership information provider into a broader consumer research and media planning company.
The new LogicLab approach adds actual consumer data into the media buying and evaluation process, marrying advanced analytical techniques with a robust technology platform. Wilson says the approach 'improves targeting, increases the universe of media by including both large and niche outlets, and most importantly, creates an objective standard by which agencies, advertisers and media companies can measure the performance of their marketing campaigns.'
Merkle President and CEO David Williams comments: 'Chris Wilson's exceptional vision, experience and leadership in driving consumer data and media solutions will enable LogicLab to develop innovative approaches to media planning. The goal of LogicLab is to effectively combine the disciplines of media planning and research with direct and data-driven marketing, which will provide media buyers and advertisers with an entirely new, expanded perspective into the media planning process. This new business is a natural extension of our core capabilities in providing fact-based, data-driven insights to improve customer, marketing and advertising ROI.'
Based in New York, LogicLab will operate as a standalone entity with its own board of directors and management team.
Web sites: www.merkleinc.com and www.logiclabinc.com .
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