NEW YORK: Cognito has nabbed Cision’s chief insights officer Mark Weiner to lead a research practice it is launching.
Weiner will have the same title he had at Cision, and is charged with building Cognito’s newly launched research-based consulting practice called Cognito Insights according, to a Cognito statement.
Cognito Insights will leverage existing technology, rather than building its own, Weiner said, and by doing that he'll be able to grow the practice without adding staff or infrastructure.
"In the past, when people built [analytics] businesses, they were heavily reliant on manual processing," he said. "It was always a combination of talent and technology, and as a result there was a high cost of business."
Cognito will instead develop partnerships with "organizations like Cision and companies that compete with Cision," he added.
The new practice may add staff, and Weiner said he can call on his personal network of consultants in the meantime.
Weiner, who joined the firm at the start of the year, is one of the first hires made by Cognito’s U.S. president Rowan Benecke since he joined the firm last year.
The Cognito Insights practice will be U.S. based, but will serve the agency's global clients by examining the “effect and impact of marketing and communication activity on Cognito’s clients — including communication, social and digital campaigns,” according to the statement.
Prior to Cision, Weiner was CEO of Prime Research, a company acquired by Cision of PRIME in 2018. Before Prime, he was CEO of Delahaye. He also served as global director and SVP of research at Ketchum, according to LinkedIn.
A Cision representative could not be immediately reached for comment.
This story was updated on January 14 with additional information.