Waggener Edstrom beefs up analytics offerings

Waggener Edstrom Worldwide (WE) has hired Stephen Tracy, former data and analytics practice lead at MRM Worldwide Singapore, to head up its Insight & Analytics (I&A) practice across Asia Pacific.

The new Asia Pacific wide I&A offering is an integrated communications planning system that helps clients build multi-channel campaigns across various media touchpoints. The system uses predictive analytics to design a strategic roadmap for clients that outlines how and where to allocate resources, such as which media channels and influencers to focus on. It does so by mapping business objectives to audience profiles and consumer purchase behavior, said the agency.

“Measurement powers stronger brand storytelling and creativity, bringing companies closer to audience motivations and interests,” Zaheer Nooruddin, Asia-Pacific lead at WE Studio D, Waggener Edstrom’s integrated digital and mobile innovation strategies division said.

Along with the regional team of analysts that he leads across the agency’s offices in Asia-Pacific, Tracy will also work with clients to overcome PR and marketing challenges and to measure the business impact of communications. The agency is actively expanding its Insight & Analytics team across APAC with new hires in key growth markets such as Hong Kong, China, Singapore, and India.

Matthew Lackie, the agency’s Asia-Pacific regional lead and senior vice president added that “impact is at the center of everything and can come in many different forms – from greater media exposure to higher employee engagement – depending on the business challenges of our clients.”

Tracy (pictured) is based in Singapore and reports to Nooruddin.