Starcom Revamps Research & Analytics Arm

Media agency Starcom USA is merging two of its research units and has appointed John Lowell to head the newly formed Research & Analytics group.

The new group combines the insights and analytics unit - which had previously operated as two distinct groups - with the syndicated research unit. Its responsibilities will include designing and analyzing sources of information to drive client value, and creating and developing new research products. Starcom says the merger is aimed at encouraging 'new, client-specific research initiatives through a disciplined discovery process'.

Vice President and Research Director Judy Bahary will oversee the process, reporting into Lowell who in turn reports to Steve Buerger, President and Chief Strategy Officer.

'Driven by a clear mission and defined responsibilities, I'm confident that this new team will serve us well moving forward,' stated Starcom CEO John Muszynski.

Lowell currently works as Vice President and Director of Research and Analytics, having joined the firm in 2007 as Vice President and Director of Captivation. Prior to this, he was Vice President and Director of Innovation at Arc Worldwide, where he advised clients on how to capitalize on emerging technologies.

Starcom is a full-service media division of Starcom MediaVest Group.

Web site: www.starcomworldwide.com .