Optimedia poaches MediaLab’s Jones to head research unit

Optimedia has signed up CIA MediaLab’s media research director, Anthony Jones, to take up a new role as head of European research.

Optimedia has signed up CIA MediaLab’s media research director,

Anthony Jones, to take up a new role as head of European research.



Jones, who has been at CIA since 1994, will take over responsibility for

Optimedia’s Research Council, which brings together research directors

from the media company’s offices across Europe. He will also have

specific responsibility for UK-based media research.



Jones’s brief will involve developing the proprietary research tools

Optimedia already has, such as its In Touch system for monitoring

consumer behaviour, as well as formulating new systems.



He will also ensure that the research tools employed by Optimedia’s

sister creative agency, Publicis, dovetail with the methods employed by

Optimedia.



The appointment marks a new phase of investment by the agency into its

research expertise. John Taylor, Optimedia’s European operations

director, said that research was a critical issue for media companies:

’It’s the one area where you can really get a competitive edge.’



He added that Jones had a genuine appreciation of how media research

actually fits into the business of advertising. ’Many media researchers

are too purist,’ Taylor explained.



CIA said it had no immediate plans to replace Jones at MediaLab.

’MediaLab and the tools it has developed are well-established

resources,’ CIA Medianetwork’s managing director, Alan Brydon, said.

’We’ll take the opportunity to look again at how we develop the

operation for the future.’



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