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
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.’