ZenithOptimedia Appoints New Head Of Consumer Insight
ZenithOptimedia has promoted Sarah Farrand to head up its consumer insight centre, with responsibility for delivering greater value within the communications planning process.
The consumer insight division will focus on the development of consumer related projects for clients including segmentation and data fusion, as well as the creation of bespoke research initiatives. It is part of the agency’s Blueprint process that aims to increase return on investment for clients.
Over the last three years at ZenithOptimedia, Ferrand has been instrumental in developing Meridian’s propriety outdoor study into consumer receptiveness and has worked to deliver consumer insight on major accounts including COI, Proctor & Gamble and Toyota.
Commenting on her appointment, Frank Harrison, head of strategic resources, said: “Sarah has a deep understanding and experience of all forms of qualitative and quantitative consumer research. She also has that rare ability to translate research findings and data into actionable strategic insight for clients and account planning teams.”
He added: “Her role in heading up the consumer insight centre will be to assist planners in delivering consumer understanding; a key step in the agency’s ROI Blueprint process. Sarah’s focus will be to reveal consumer insights that drive improvement in ROI for clients.”
Prior to joining ZenithOptimedia, Ferrand held a managerial advertising research position at Independent Newspapers and a strategic research position at Express Newspapers. She has also held a similar role at BBC Worldwide.
In other agency news, Starcom Motive is believed to have promoted Eammon Store and Ian Clarke to client services directors of its Middle East and Africa division. The move follows the recent month’s purchase of Starcom Motive business by Publicis.
ZenithOptimedia: 020 7225 8500 www.zenithoptimedia.com
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