GroupM has announced a reorganisation of its North America operations, with the organisation divided into two new “fundamental pillars” of media investment and platform services.
The group has promoted WPP veteran Lyle Schwartz to the role of president of investment, overseeing all marketplace analytics and media implementation for the more than $30bn it invests on behalf of clients in the region.
Meanwhile, MediaCom North America boss Phil Cowdell becomes president of platform services with responsibility for GroupM’s data-centric solutions, covering programmatic media, search, social, and digital operations analytics.
Both Schwartz and Cowdell will report to GroupM North America chief executive Brian Lesser.
GroupM claims that the “simplified” management structure in the US and Canada will allow for a “better unification of services” across its agencies, including Mindshare, MEC, MediaCom, Maxus, Essence and M/SIX.
As part of the reorganisation, long-time chief investment officer Rino Scanzoni will become CEO and executive chairman of WPP’s addressable TV division Modi Media and corporate trade business Midas Exchange.
On the appointment of Schwartz, Lesser commented: “This is the first time someone with a research and analytics background has been named trading chief for a major media investment group. This decision underscores our belief that data and insights are fundamental to the success of the entire business.”
On the promotion of Cowdell, he added: “Aligning our teams and resources under an experienced leader like [Cowdell] will expand the support GroupM provides to our agencies and their clients. With his track record leading successful agency teams, he knows very well the need for powerful, nimble and adaptable tools to help drive our clients’ success, and his inspiring leadership will help the Platform Services team do just that.”
The restructure follows the news in September that GroupM’s global president Dominic Proctor was stepping down, to be replaced by former GroupM North America chief Kelly Clark.
