MediaCom has announced the promotion of Andrew Littlewood, currently chief data & ROI officer, as head of knowledge of North America, while Juan Franco takes on leadership of Marketing Analytics for Australia.
With over 14 years of industry experience, Littlewood started his career with MediaCom and worked on of the largest Direct Response accounts in the UK; RBS Group.
Since his tenure began with MediaCom Australia four years ago, Littlewood has been extremely successful in the establishment and leadership of the agencies Business Science team. From $0 base to an area with 9 FTE, the team now offers econometric and analytical consultancy to around 40% of billings, contains two team members with PhD’s and an assortment of analytical and data science skill sets.
Littlewood has also been responsible for the leadership of other key econometric and analytical engagements with blue chip clients including Queensland and New South Wales Governments (former client), Energy Australia, Carlton & United Breweries, realestate.com.au, seek.com.au, Revlon, P&G, Audi and Volkswagen.
As Head of Knowledge of North America, Littlewood will be based in New York and will be responsible for working with key agency departments including those of planning, digital, analytics, and insights to ensure that data, research, and knowledge benchmarks are at the centre of the agency’s operations driving business outcomes for clients.
On his stateside appointment, Littlewood said, “As you can imagine, I’m incredibly excited by the opportunity! Knowledge is a big title, but it signifies MediaCom’s commitment and ever-greater focus on use of empiricism, data and analytics end-to-end through the planning process to benefit our clients. I look forward to helping more clients deliver better results.”
In alignment with MediaCom’s positioning as The Content + Connections Agency, Juan Franco will lead marketing analytics nationally. As part of his broadened remit, he will report directly to Helen Black, chief strategy officer of MediaCom Australia.
This move brings the application of data right to the heart of MediaCom’s planning process, providing clients with more robust and measurable outcomes.
Since Franco joined MediaCom four years ago, he has developed an array of marketing effectiveness programmes for Westpac, Bayer, P&G, Revlon and P&O. He has also pioneered new techniques in allocation of web response to media and in digital attribution.
Franco said, “Marketing analytics is a dynamic, exciting field and MediaCom is in a great position to capitalise on the opportunities in this area. I am proud to lead a team of intelligent, committed data specialists with broad expertise ranging from powerful visualisations to sophisticated modeling techniques. I look forward to exploring powerful new ways of adding value to our clients’ business.”
MediaCom Australia CEO Sean Seamer said, “Andy has done a fantastic job in building up what is a market leading capability here at MediaCom. He thoroughly deserves his new role and I’m sure he will be as successful in the US as he has been here. Marketing analytics is critical to any contemporary communications agency and we will continue to invest in the capability, supporting Juan and his team to develop and grow.”
