Dixon to lead MSL Group's measurement and analytics
MSLGroup Americas named Unilever's Janelle Dixon SVP director of insights creation and measurement.
The Publicis PR network (formerly MS&L) is looking to raise its measurement game with the appointment, which gives Dixon responsibility for supporting clients with primary and secondary research, customized measurement solutions and research-driven insights while developing proprietary tools in insights, metrics and measurement.
“With our firm's vision to be our clients' most trusted advisor in the always-on conversation that is unbound by channel,” said MSL Group President Jim Tsokanos. “we sought out Janelle because of her rich experience and knowledge.”
She joins the communications shop from Unilever, where she was North America insights manager. In that role, she leveraged research approaches to identify insights and created research tools to improve communications development and in-market measurement and optimization, said MSL. Before that, she was associate director of custom research and insights at media agency OMD.
“Janelle will help us better serve our clients who are demanding not only comprehensive integration and digital ROI, but optimization of their investment in communications,” said Tsokanos.
Dixon said she was drawn to MSL Group “because of the agency's positioning to identify insights and measurement in an unbound media environment.”
“As media engagement becomes more fragmented, it is essential to understand how consumers engage across channels to guide how we measure our efforts,” said Dixon. “They have asked me to strengthen and further develop their capabilities and I look forward to the tremendous opportunity.”