MSL hires Dixon as insights creation, measurement lead

NEW YORK: MSLGroup has hired Janelle Dixon as SVP and director of insights creation and measurement, a recently expanded role at the agency.

NEW YORK: MSLGroup has hired Janelle Dixon as SVP and director of insights creation and measurement, a recently expanded role at the agency.

The position, previously held by Allyson Hugley, was titled SVP and director of insight creation. However, MSL added the measurement element to the role when it hired Dixon, she said.

“My main goal is to establish a methodology that will help clients measure their campaign efforts, so that client can understand how its campaigns are meeting the given objectives,” she explained.

Dixon is reporting directly to Jim Tsokanos, president of MSL Americas. She will have a team of four staffers reporting to her.

One of her major responsibilities will be identifying measurement platforms for clients, she said.

Dixon added that she wants “to understand the various measurement needs” for MSL's clients “to come up with a toolkit” that can support their objectives.

She added that the agency will use different tools depending on client goals, but the way it measures client initiatives will remain the same. Dixon added that a client's objectives can include garnering impressions, increasing media coverage, and changing consumers' perception of the brand.

Prior to joining MSL, Dixon served as a manager at Unilever, where she was in charge of media insights for North America. Before that, she was an associate director of custom research and insights at media company OMD.

Jeanine O'Kane left her position as North American director of healthcare at MSLGroup earlier this month.

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