IPG Mediabrands’ research and analytics business Anomaly has hired former News Corp executive Darren Stein as general manager, a new position reporting to Anomaly managing director Jarrod Martin.
Anomaly has been one of IPG Mediabrands’ fastest-growing divisions in the past 12 months. Clients are increasingly benefitting from marketing insights and strategies developed from data and research sources that Anomaly uses to gather competitive analyses for brand and product developments. Currently Anomaly has about 40 executives in its Sydney and Melbourne offices.
Stein has spent the past four years at News Corp leading the company’s insights, analytics and strategy capabilities. His leadership saw several advancements for News such as the introduction of subscriber churn and digital acquisition propensity modelling, subscriber look-alike analysis, geospatial visualisation, dashboarding and usage based segmentation. Prior to News, Stein worked at Optus for eight years including a leadership role as general manager of insights, analytics and segmentation across Optus’ entire consumer portfolio.
Martin said Stein was a valuable addition to Anomaly’s capabilities. “Darren is a rare breed of executive who can understand the most complex of behaviours, simply distil the most complicated challenges and drive highly integrated strategies, while focusing on the practicality of implementing insights and maximising ROI for clients.”
Stein said; “I can’t wait to help Mediabrands’ clients get the most from their media budgets and understand their consumers even better. Anomaly has market leading capabilities as far as being a fully-fledged research, analytics and product development consultancy and now we need to make those capabilities better known.”