MindShare’s media advice arm makes Dyson its chairman

MindShare’s media consultancy division, the Advanced Techniques Group, has chosen Paul Dyson, a group statistician from its sister WPP company, Millward Brown, to be its chairman.

MindShare’s media consultancy division, the Advanced Techniques

Group, has chosen Paul Dyson, a group statistician from its sister WPP

company, Millward Brown, to be its chairman.



Dyson’s appointment is designed to enable MindShare to develop closer

links with WPP’s media research interests worldwide. His brief is to

expand ATG into a worldwide organisation within MindShare, while ATG’s

UK managing director, Alan Wilson, will continue to run the UK

operation.



Dyson will also be responsible for developing tools and systems to

analyse the return on clients’ media expenditure in terms of sales and

awareness.



Nick Emery, head of strategic development at MindShare, said: ’Paul will

be a valuable addition to MindShare. Clients are increasingly concerned

with quantifying the effect of their media investment in terms of sales

and awareness and not just coverage and frequency.’



Dyson will join ATG on 15 February. He has 15 years’ experience of media

and econometric modelling, and has worked at Millward Brown for the past

14 years.



Dyson said: ’One of my main roles is to give MindShare the econometric

offering, which is where my strength lies. Another key area is going to

be to pull on all of WPP’s resources.’



He added that he was keen to develop ATG’s presence in the US. ’I think

that’s the one big missing piece at the moment.’



Separately, Simon Rees, the former Carat deputy managing director,

belatedly joined MindShare as managing director this week after a long

period of gardening leave imposed on him by his former employer.



Rees was hired as number two to MindShare’s chief executive, Mandy

Pooler, in April last year.



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