Mindshare launches new Business Science and Planning unit

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Doron Wesly, former global media director for Cheil Worldwide, Samsung’s in-house ad agency, has been named Leader of Business Science and Planning (a new unit) for GroupM’s Mindshare NA. The announcement was made by Phil Cowdell, Leader of Mindshare North America, who said Wesly’s new role is effective immediately.


Wesly will oversee customized market research and analytics initiatives for Mindshare clients and serve as chief liaison with the agency’s client teams for all research as it applies to media plans and programs. Wesly’s team of more than 25 experts will marshal all the agency’s research-related resources, both digital and traditional, and other data inputs to provide quantitative and qualitative insight at all stages of the media planning and execution process.

His position was the result of a streamlining of capabilities initiated by Cowdell which brought three separate agency units under one organizational umbrella. The areas were research, analytics, and Business Planning, a unit created in Mindshare’s 2008 reorganization that focuses on defining a client’s business opportunities and marketing challenges and developing a “go to market” strategy.

Before Cheil Worldwide, he was VP/Strategic Services and Marketing Science at Millward Brown, a WPP company specializing in advertising, marketing communications, media and brand equity research. 

Wesly will be based in New York and will report to Cowdell. He is a citizen of both the Netherlands and Israel and is fluent in Dutch, German, French and Hebrew.


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Carl has been with RBR-TVBR since 1997 and is currently Managing Director/Senior Editor. Residing in Northern Virginia, he covers the business of broadcasting, advertising, programming, new media and engineering. He’s also done a great deal of interviews for the company and handles our ever-growing stable of bylined columnists.