Meet Heather Stern August 17, 2009
Posted by markblei in : Staff posts , trackbackMy name is Heather Stern and I lead marketing for Millward Brown in North America which includes Millward Brown, Millward Brown Optimor, MaPS, Greenfield Consulting Group and of course, Dynamic Logic. In my role I’m privileged to get exposure to all of the incredible talent, innovation and expertise that resides across the Millward Brown Group and am constantly inspired by the directions we are headed, particularly within Dynamic Logic.
In thinking about some of the interesting projects I’ve worked on in recent months, a couple of things come to mind. First, there was the Cannes Lions Advertising Festival (unfortunately I didn’t get to attend!) at which our global CEO Eileen Campbell presented on the subject of Creativity and Measurement. In developing the presentation I had the opportunity to interview chief creative officers, planners, and account directors from leading agencies such as Ogilvy, Grey, JWT, Saatchi, BBH, BBDO, and Johannes Leonardo, and a philosopher to boot. We asked them two very simple yet very complex questions (1) What makes great creative? and (2) How should it be evaluated?
Of course, we also relied on thought leaders across Millward Brown who have evaluated thousands of creative ads (many of which went on to win Cannes Lions) and know a thing or two about how great creative has the power to contribute to effective communications. In many ways we felt – as researchers talking to creatives about measurement (gasp!) – that we were walking into a lion’s den, but the final result was extremely well received. You can check out the video of the presentation here.
The other really exciting initiative has been my involvement in the Dynamic Logic partnership with Compete and more broadly, the introduction of the DLConnectsÔ suite of solutions. It’s no secret that our clients are drowning in data and are increasingly looking to their research partners to bring it all together, helping them “connect the dots” between attitudinal and behavioral, digital and traditional. Leveraging data from sister company Compete we are now able to provide clients insight on how consumers search and engage on the Web following exposure to an ad. With DLConnects, there are more “connections” to come, including other post-view behavioral, sales and tracking data, all of which will allow us to provide clients with a more holistic, synthesized view of advertising effectiveness. As digital evolves, Dynamic Logic is evolving right along with it, and I’m really happy I have been able to be part of the ride.
Outside of work, I love being with family (particularly my son Jack, all of 19 months), hanging out with my friends (possibly outside, near a BBQ and a body of water), and listening to music (preferably live … Santigold and TV on The Radio concerts were recent favorites).
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