Holding company MDC Partners has formed a group to improve its agencies’ data and analytics capabilities. The company announced the creation of its Consumer Insights Group on October 26.
The holding company’s agency roster includes Crispin Porter & Bogusky, Fletcher Martin and Source Marketing.
Miles Nadal, chairman and CEO of MDC, said in a statement that based on industry and client feedback, “it is clear that a core part of our go-forward strategy needs to incorporate the use of data, analytics and technology.”
He added that the group’s formation will also “allow our companies to derive deep consumer insights and strategies to help clients better target and measure marketing programs.”
Chris McDonald is leading the group as its president. Previously, he served as president of Affect Results and Pluris Marketing, as well as EVP and general manager of Abacus, formerly a part of DoubleClick. He has also worked as SVP of corporate development at TeleTech.
In June, CP&B acquired Daddy, a Swedish digital agency, in an effort to expand its European footprint.
MDC, which will disclose its third-quarter earnings on October 29, expects to report a 5.3% drop in revenue.
Last month, the holding company announced it had acquired a stake in Attention Partners, a New York-based social media and marketing communications agency.
An MDC representative did not immediately respond to e-mails seeking comment.
