NEW YORK, Nov. 23, 2015 /PRNewswire/ -- KWG today announced it is expanding its full service advertising capabilities with the creation of a dedicated Analytics and Results department. The new department will be integrated with the agency's existing disciplines, bringing insights from media, marketing and sales data to help CPG brands optimize the effectiveness of their advertising programs. The department will also develop a proprietary digital offering to maximize buy and sell side platforms for media acquisition and tracking.
The addition underscores KWG's heritage of results oriented marketing by elevating data analytics and marketing results analysis to one of the core departments within the agency.
"Results have always been central to our mission, but for years our analytics teams have reported up through various departments," said Jeff Graybill, Managing Partner. "Establishing Analytics and Results as a distinct department reporting directly to the partners gives this discipline its rightful place at the table and will enable us to provide our clients with more actionable insights throughout the marketing cycle."
Jesse Chen has joined KWG in the new role of Director of Analytics and Results and will lead the agency's efforts to leverage advanced data analysis systems and tools in brand marketing programs. A highly experienced marketing and analytics professional, Chen previously served as Client Director – Research & Analytics at Initiative, a global communications network within IPG Mediabrands. His prior experience includes management and consulting roles at Omnicom Media Group and Anderson Analytics.
"We are delighted Jesse Chen will be leading this new department," said Jim Williams, Managing Partner. "We believe that the future is about the best data, not just big data. Jesse brings an extensive and diverse background in marketing and media research as well as data science that will be critical in the digital world ahead."
Headquartered in New York City, KWG is a full service agency with 48 years of experience building consumer packaged goods brands into household names. KWG manages marketing and advertising services for over 40 national name brands with consumer sales totaling over $3 billion, including Allegra, Rolaids, Icy Hot, Act Mouthwash, Gold Bond, Nasacort, e.l.f. Cosmetics, Hungry Jack and Boom Chicka Pop Popcorn.
To learn more about KWG and our work, visit www.kwgadv.com.