Echo Founder Sandra Macleod Joins Reputation Dividend

Echo Research founder and former CEO Sandra Macleod has joined corporate reputation and brand research consultancy Reputation Dividend as a Partner and Director.

Launched three years ago by former Interbrand director Simon Cole, London-based Reputation Dividend specializes in quantitative reputation analytics - analysing the economic value of the corporate reputations of listed companies, and benchmarking them against peers and competitors.

Macleod (pictured) joins with more than twenty-five years' experience in communications and reputation analysis and evaluation. In 1999, she set up communications and reputation analysis specialist Echo Research, which was later sold to media and marketing analytics firm Ebiquity. Earlier in her career, she held senior communications positions at PA Management Consulting, Information et Entreprise, and Edelman Public Relations Worldwide.

In addition to her new role, developing Reputation Dividend in London and New York, Macleod also runs her own advisory agency Mindful Reputation, alongside NYU academic, Professor John Doorley.

Macleod commented: 'As more and more of my work has involved engaging boards as to the importance and value of reputation and helping to professionalise the communication function, this is a natural progression for me and a joy to be closely involved in helping to lead something I believe in so strongly.'

Web site: www.reputationdividend.com .