Fletcher to manage CIA Medianetwork’s new-look MediaLab

CIA Medianetwork has revamped its research division, CIA MediaLab, and has brought in CIA’s board director, David Fletcher, to head the new-look operation.

CIA Medianetwork has revamped its research division, CIA MediaLab,

and has brought in CIA’s board director, David Fletcher, to head the

new-look operation.



Fletcher will retain his client responsibilities - which include DHL,

Shell and Specsavers - but he now takes charge of the MediaLab product

and team, which also operates as a research resource across all CIA UK

group companies.



The MediaLab team will be expanded to include a qualitative and a

quantative researcher as well as a research assistant. At the same time,

Fletcher will hand over his role as CIA’s spokesman on the radio

industry to Debbie Goodman, who has been working alongside him on CIA’s

radio product.



According to CIA’s managing director, Alan Brydon, the move will bring

Media-Lab’s research tools closer to the heart of Medianetwork’s

business.



’It puts a fully fledged media operator in charge of the research

function,’ Brydon added. ’David brings a keen practitioner’s experience

to the role and will thus be able to prioritise further development

according to where the application of research will generate the widest

and most significant benefits to client campaigns.’



Fletcher, who joined CIA from Allen Brady Marsh in 1986, said he

intended to ensure the research function actually contributed to the

real world.



The MediaLab rethink follows the departure of the former MediaLab

director, Anthony Jones, to head Optimedia’s European research

department.