David Sable, Global CEO of Y&R, announced today that he's promoting
Michael Sussman to President of BAV® Worldwide, Y&R. Sussman
has been with Y&R for 17 years and was most recently the Global Director
of Analytic Insights and Strategy for Y&R Advertising. Michael oversees
BrandAsset® Valuator, Y&R's proprietary brand model and global database,
along with other quantitative tools essential to the agency's strategic
process. He will now lead the charge of integration and growth of BAV®
throughout the agency.
"Michael has been part of the development of BAV® since
shortly after its inception," said Sable. "He is deeply committed to the
agency, full of passion for brands and masterful at interpreting data to
tell compelling stories about them.
Michael has been part of our BAV® team since its early days
and is absolutely the best person to help us drive BAV®
forward in key markets. This is a shining moment for BAV®,
now in its 20th year; it remains the largest database with
consumer perceptions of brands, and Michael will be fundamental in
continually sustaining and differentiating its relevance in the market."
In addition to working with Sandy Thompson, Y&R's Global Planning
Director, to continue to drive integration of BAV® and
analytics into Y&R's strategic process, consulting across agency clients
and driving thought leadership, Sussman will also oversee the global BAV&re;
research and fielding process. Sussman has been tasked with increasing
the amount of "brandscape" studies being conducted in important markets;
with eight new market studies already in progress this year.
Michael has also organized a team of regional strategic leads in key Y&R
markets ("hubs of expertise") to help guide the global fielding process.
This team will foster greater collaboration and sharing of thought
leadership across the Y&R network, as well as helping to drive deeper BAV®
consulting relationships with Y&R clients around the world.
"It's an honor to take the next step in my Y&R career, and I couldn't be
more excited about the future of BAV® as we work with
strategic leads across the network to raise the impact of our studies
and data driven insights to new heights," said Sussman. "I'm thrilled to
take my 17 years of experience designing research, interpreting data,
and exploring brand equity for Y&R's clients with BAV®,
and integrating these learnings on a global level."
Sussman and his team will continue to partner with John Gerzema,
Chairman and CEO of BAV® Consulting and his team to build
greater synergies between Y&R Advertising and BAV®
Consulting, which has its own client base.
"Michael and I go back a long way," said Gerzema. "He has lived and
breathed BAV for so many years, which helps him to continually bring new
understanding of the data and the BAV model. We are looking forward to
Michael's development of the regional hubs across Y&R. I know that our
clients will benefit from this new infrastructure and really look
forward to collaborating with him again in his new role."
Y&R is one of the leading global marketing communications companies. It
is made up of the iconic Y&R Advertising agency; VML, one of the most
highly regarded and fastest-growing digital agencies in the world, and
iconmobile, one of the premier mobile marketing companies.
Y&R's largest agency, Y&R Advertising, has 187 offices in 91 countries
around the world, with clients that include, Campbell's Soup Company,
Colgate-Palmolive, Danone, Virgin Atlantic, Xerox, GAP, Land Rover, and
Telefonica, among many others.
Y&R is part of WPP (NASDAQ:WPPGY).
Follow us on:@YoungRubicam
[ Back To NFVZone's Homepage ]