The planet's third largest agency holding company Interpublic Group has announced the formation of a new unit that will enable it to focus more accurately on marketing accountability and return on investment.
Neil Canter (45) has been poached from Accenture (the former Andersen Consulting) to assume the role of managing director for the venture, which will be known as the Marketing Accountability Partnership.
Canter's impressive resume also includes stints at Procter & Gamble, ACNielsen and a more recent role with market solutions provider Information Resources. While president of the latter's Analytic Insights Group, he worked on analytic consulting, in-market testing and consumer panel services.
Interpublic's chairman/ceo Michael Roth, waxed lyrical about his latest catch. "We regularly hear from our clients that they want a better understanding of the return they are getting from their marketing programs. Neil has proven that he is a leader in developing the kinds of tools and insights that help maximize marketing investments."
Data sourced from MrWeb.com (UK); additional content by WARC staff