NEW YORK: Echo Research has appointed Marianne Eisenmann MD for North America.
Eisenmann was previously a VP at Edelman Asia Pacific, and was GM for Hong Kong and China of Abbott Asia (now Ruder Finn). Jacqui Walford, who had been Echo's US operations director since 1999, will continue to focus on her role as SVP international.
For Eisenmann, the job represents an opportunity to combine her PR experience with more in-depth strategic analysis. "I think that research is a step closer to strategy than just creating and delivering PR programs is, she said.
"Particularly in this economic climate, research will play an increasing role in developing not just communications strategy, but business strategy overall."
Eisenmann said she was drawn to Echo's client roster, which includes such companies as Disney, IBM, Intel, JP Morgan Chase, and Unisys. The company has 165 employees and seven offices around the world.
Eisenmann added that the current business climate will create more opportunities for Echo, as companies will need more information than ever about key stakeholder groups.
"Echo has a leadership role in corporate social responsibility," Eisenmann said. "In the US market, companies are more concerned with this, and with benchmarking themselves against the competition."