Y&R strengthens research arm

Y&R has appointed Michael Sussman as president of its research arm 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. He currently oversees BrandAsset Valuator, Y&R’s proprietary brand model and global database, along with other quantitative tools essential to the agency’s strategic process.In his new role, he will lead the charge of integration and growth of BAV throughout the agency. 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, Sussman will also oversee the global BAV research and fielding process.Sussman has also been tasked with increasing the amount of “brandscape” studies being conducted in important markets; with eight new market studies already in progress this year. Currently in APAC BAV Worldwide has a presence in China, India, Indonesia and also taps into the South Korea market. He has also already organised a team of regional strategic leads in key Y&R markets 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.Sussman (pictured) and his team will also 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.“Sussman 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,” David Sable, global CEO of Y&R said.