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Phoenix Hires Former TNS Media Veteran
In the US, MR firm Phoenix Marketing International has hired Edye Twer as President of its newly formed media research practice.
Twer has a 25-year background of supplier-side market research, with a specific focus on awareness and usage studies conducted for broadcast and cable networks, as well as radio and publishing companies. For the past 13 years, she has worked for TNS, latterly as Senior VP in the firm's media and entertainment division. Prior to this, she was Director of Broadcast Research for behaviour analysis firm Arbor. Twer graduated from the University of Pennsylvania with a BA in Communications with a minor in French.
Commenting on Twer's appointment, Chairman and CEO Allen DeCotiis said: 'Our clients were asking for in-depth research in the media marketplace. With the addition of Edye as the leader of our new practice, we can deliver quality research in many areas to our clients.'
Specialising in evaluating overall content and its effectiveness, the new division also conducts attitude and usage studies, concept tests, segmentation studies and other studies designed to help media clients outperform their competition.
Founded in 1999, the firm has nine offices around the US and is online at: www.phoenixmi.com. Earlier in the year, Phoenix partnered with Nielsen to launch a Hispanic Homescan Consumer Panel ( www.mrweb.com/drno/news6817.htm ).
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