Waggener Edstrom Worldwide has hired Stephen Tracy to lead its insights and analytics practice across Asia-Pacific.
Tracy will work with clients to overcome PR and marketing challenges and to measure the business impact of communications, along with the agency's regional team of analysts.
“The PR toolkit is by no means restricted to earned media solutions,” Tracy said. “We are entering the age of PR, where advertising and paid solutions are part of our solutions portfolio, as are owned-media solutions. We are in the business of telling stories and connecting emotionally with audiences to solve diverse business problems with communications.”
Tracy was previously data and analytics practice lead at MRM Worldwide Singapore. He also recently received a nomination to the global board of I-COM, the International Conference on Online Media Measurement.
He noted dramatic changes in the role of PR this year, namely that it is no longer limited to creating media exposure but also involves storytelling capabilities to drive conversions and purchase intent.
Zaheer Nooruddin, Asia-Pacific lead at WE Studio D, said the insights and analytics team plays a key role in marketing and communications programs.
“Measurement powers stronger brand storytelling and creativity, bringing companies closer to audience motivations and interests,” he said.
WE is expanding the insights and analytics team with hires in key growth markets such as Hong Kong, China, Singapore, and India. Sitting inside the WE Studio D practice, the team has 15 members in the region. Its client portfolio spans the b-to-b and b-to-c corporate, consumer, technology, and healthcare sectors.
Matthew Lackie, Asia-Pacific regional lead and SVP at WE, said it is vital to prove the impact of communications.
“Impact is at the center of everything that we do and can come in many different forms, from greater media exposure to higher employee engagement, depending on the business challenges of our clients,” he said.
This story originally appeared on the website of Campaign Asia-Pacific.