Although Léger has always had a communications research portfolio, “[my appointment] was really about recognizing research and measurement in corporate communications as being just so different and unique,” said Chumley.
Chumley has experience on both the client and agency side. Prior to Léger, he was the director of measurement at Hill & Knowlton Canada and VP of business development at Cormex Research, a Toronto-based media content analysis and measurement firm. He also held senior corporate communications positions with Bell Canada and ING Canada.
Chumley said he will move beyond developing tactical research tools that test news hooks toward a more data-driven, management-by-objective approach.