Holmes Report 19 Feb 2012 // 12:00AM GMT
NEW YORK—MSLGroup Americas has hired Janelle Dixon as senior vice president and director of insights creation and measurement.
Dixon will report directly to Jim Tsokanos, president of MSLGROUP Americas and will lead a team that supports clients across the regional network with primary and secondary research, customized measurement solutions and research-driven insights. She will also lead creation of new proprietary products and tools in insights, metrics and measurement.
“Our business has evolved to where we now need to offer seamless measurement across paid, owned, earned and shared media,” says Tsokanos, who adds that clients are now demanding “not only comprehensive integration and digital ROI, but optimization of their investment in communications.”
Dixon most recently served on the client side as Unilever’s North America media insights manager, leveraging research to identify insights and created new research tools to improve communications development and in-market measurement and optimization. Prior to Unilever, she was an associate director of custom research and insights at OMD, where she led research initiatives supporting the company’s emerging media shared learning consortium.