NEW YORK: MSLGroup has hired Allan Dib as SVP for planning and analytics in North America, effective immediately.
In the newly created role, Dib is reporting to chief strategy officer Shellie Winkler. Based in the New York office, Dib is overseeing client planning, insights, market research, measurement, and analytics.
He joined the firm from WPP Group-owned media agency MediaCom, where he was head of insights for the past two years. Previously, Dib held a number of senior positions at research shops including LRW, GfK Custom Research, IPSOS-ASI, and Nielsen Online.
“The work I have been doing is understanding the consumer and the path to purchase. One of the biggest factors in pushing along the path to purchase is messaging,” said Dib. “I've being looking at PR research, and that has been the area that really interested me – in messaging and a more holistic approach to communications.”
He added that he will not build a centralized team but will collaborate across the agency to “connect the dots” and bring assets together across MSLGroup offices.
“We really want this to be at the forefront of what everyone does,” said Dib.
News of Dib's hire comes days after MSL parent Publicis Groupe bought Washington, DC-based firm Qorvis Communications with plans to merge it into the PR agency.
Ronald Faucheux, the public opinion and public affairs analyst that led Clarus, is yet to be given a title, but he will play a leadership role in MSLGroup's planning and analytics services in North America, working closely with Dib.