M Booth taps Ulman as chief insights, planning officer

M Booth has appointed Bonnie Ulman, president and co-founder of The Haystack Group, as chief insights and planning officer, a newly created role at the firm.

NEW YORK: M Booth has appointed Bonnie Ulman, president and co-founder of The Haystack Group, as chief insights and planning officer, a newly created role at the firm.

Ulman, who worked at M Booth on the consumer team 23 years ago, rejoined the agency on January 2. She is based in Atlanta and is reporting directly to Dale Bornstein, M Booth CEO.

Ulman's main responsibilities include strengthening the Next Fifteen agency's account planning efforts, as well as its analytics and insights offering. She will also counsel clients on specific topics, such as marketing to moms, women, and families.

“The focus and the scope [of my work] is really around complementing the incredible creative presence and pedigree that M Booth has by elevating and building out a best-in-class account-planning process, mindset, and philosophy across all of the practice groups within M Booth,” explained Ulman.

She added that the firm has organically developed insights and done appropriate research, and she plans to build on that.

In addition, Ulman said a goal is to “offer insights that are really meaningful for clients' business that help them achieve their business goals or help them overcome marketplace challenges in a way they may not expect from an agency of M Booth's size.”

Despite the loss of Ulman's leadership, The Haystack Group will continue to serve its clients and do research, she said.

During her time at The Haystack Group, which was founded in 2000, Ulman provided counsel to clients such as American Express, Pfizer, Coca-Cola, Maid Brigade, Google, Best Buy, and Wyeth Consumer Healthcare.

Before that, Ulman worked at Manning Selvage & Lee as SVP and director of account planning, helping to launch the agency's strategic planning practice in the US and Europe. She also previously worked at Ketchum. 

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