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DeSena Engaged by Mediaedge:cia
WPP agency Mediaedge:cia has hired former Mars Direct and Time Life leader Bob DeSena to oversee the company's analytics, insights, ROI and communications planning offer across North America, heading up MEC MediaLab, Ohal, Consumer Insights and Communications Planning.
DeSena has more than 20 years of management and strategic planning experience. Most recently, he founded and was CEO of Engagement Marketing Group, focusing on new ways to create and measure consumer engagement across all connection points. Prior to this, he was MD for Mars Direct, responsible for brand sales in all DTC channels, for call center and fulfilment operations and for the development of Mars' first CRM process model and corporate marketing database. Prior to Mars Direct, he worked as Senior Vice President of Marketing Services for Time Life, Inc., creating its first marketing services division.
In his new role as Managing Partner, Director of Active Engagement, DeSena will report to Mediaedge:cia Global Chairman Charles Courtier. Courtier says the firm believes that marketing is undergoing 'a fundamental shift' driven by empowered consumers, and which it calls 'Active Engagement'. 'Bob's proven track record as an industry pioneer in engagement and his experience combining brand marketing, direct marketing and digital platforms, make him the perfect fit to integrate and develop our Active Engagement offering.'
Mediaedge:cia is part of WPP's Group M and is online at www.mecglobal.com .
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