WASHINGTON: Former Levick VP Philip Elwood has joined Ipsos to help the market research company create offerings and build relationships with PR firms.
Elwood stepped into the newly created role in mid-January and reports to Clifford Young, president of US public affairs for Ipsos. He is based in Washington, DC, and the number of people he will oversee is to be determined.
As SVP, he is tasked with forming strategic partnerships with PR firms, think-tanks, and trade associations. Elwood is also responsible for increasing media exposure of Ipsos’ experts and raising brand awareness in Washington and throughout the US.
"PR firms choose polling companies in a fairly random way, so I am tasked with reducing that randomness," Elwood said. "Ipsos would like to create more long-term relationships, and if possible, establish ourselves as a polling AOR for PR firms."
Besides public release polling, Ipsos now offers a poll that provides insight on firms’ business development efforts; one to test messages that firms are providing to clients; a target demographic poll to help agencies understand whether they are hitting their core audience; and a crisis tracking poll.
Ipsos is looking at creating products for firms that represent embassies, as well as some tailored to those in the DC market, Elwood said.
The company also hired Edelman Berland SVP Jason McGrath last month. Reporting to Trent Ross, MD at Ipsos Global Reputation Centre, McGrath’s focus is on research and working with public and private sector clients. He will also introduce Elwood to contacts at various firms to help Ipsos form strategic partnerships.
Elwood was previously a VP at Levick from 2011 to December 2014. Prior to that, he served as VP at Brown Lloyd James and deputy communications director for LawMedia Group, according to his LinkedIn profile.
With offices in 90 countries around the world, Ipsos has more than 16,000 employees. The 40-year-old company is also the polling partner for Reuters.