MRM//McCann Names Leader for Expanded Analytics Arm

Customer relationship agency MRM//McCann has promoted Subu Desaraiu to the newly created role of EVP, Director of Performance Analytics, for its North American operations, while Maria DePanfilis becomes SVP, Director of Performance Analytics in New York and Princeton.

Prior to joining in 2015 to run the Performance Marketing and Analytics practice in Detroit, Desaraiu (pictured) worked for WPP firm GTB as SVP Group Director, Integrated Marketing & Digital Analytics. Earlier, he was VP/Group Director, Strategy & Analysis at Digitas, and he was a Management Consultant at IBM Business Consulting Services, developing business and digital marketing strategies, and an Engagement Manager at KPMG Consulting, focusing on eCommerce strategy and platforms.

His new role includes leadership of strategy, talent and delivery for the Performance Analytics practice across Canada and the US. Meanwhile DePanfilis will now be responsible for operations, structure and delivery in New York and Princeton. Before joining the firm two years ago, she ran analytics practices for Rosetta and Havas Life.

Global President and COO Kate MacNevin comments: 'Over the past year, we have made great strides in advancing our analytics practice through investment in strategic tools, practices, markets - and people. The increasing volume, variety and velocity of data is creating a deluge of information that is not inherently actionable. With Subu at the helm and Maria's expanded role, we will further enable brands to go beyond business intelligence and develop cognitive methods that deliver meaningful intelligence for our valued clients'.

The firm is owned by Interpublic Group and is online at www.mrm-mccann.com .