This year's INNOVATORS are transforming our concepts of a
contemporary advertising agency business. This extraordinary group
of 30 individuals from all corners of the globe are embracing
change and making a difference for their agencies and for their
clients. Today, innovation is integral to so many new disciplines
that underscore the breadth of expanding agency responsibilities-
content creation, programmatic buying, analytics, strategy,
ecommerce, mobility, as well as creative, media, digital, and, of
course, inspirational leadership that embraces future vision.
INNOVATORS underscore how breakthrough thinking knows no bounds of
geography, age, company size, or title within today's agency
Rachel Brook, Managing Partner, Head of
Rachel Brook would be the first to admit that our industry is
becoming increasingly more complex given today's data overload.
Yet, she believes there are no big data excuses. "We simply have to
continue to make sense of it and leverage it in smart ways,"
Rachel sees her role as Managing Partner and Head of Advanced
Analytics at MediaCom as "providing provocation" or challenging the
status quo to build confidence through data. While consistency in
data may be hard to find, she believes there is huge upside to a
standardized language and framework to streamline effort and
extract greatest value. According to Rachel, "Every day we push
ourselves harder to be more predictive, dynamic and insightful--
essentially to be a client's north star. We should always be
maximizing utility and increasing the research ROI."
In fact, Rachel Brook has built a specialized unit at MediaCom
that provides the unparalleled ability to ensure analytics outcomes
are executed to deliver real business improvements. As a result,
MediaCom has become the first agency to fully integrate
cross-channel measurement with digital analytics and business
consulting. Through Rachel's efforts they are building the next
generation of analytic specialists who are also client-facing
practitioners. Plus, she's launched a Base Product that offers all
clients the promise of increased rigor, insights and
accountability. This also translates to deeper relationships,
higher retention and organic growth for the agency.
She says, "My goal is to humanize the complex, and to not just
give clients something meaningful, but something that they know
what to do with. I cut through the data to find the nugget of
truth. Many times this means balancing science and creativity - to
get to the result and to tell a story of why and what now?"
Rachel is from Huddersfield, England in Yorkshire, and she likes
to remind people Sir Patrick Stewart is from the very same
About The Internationalist
The Internationalist focuses on the reinvention of marketing
around the globe by connecting the people and ideas in
international marketing and advertising through original content,
intelligence, thought leadership, community, collaboration, and
influence. Marketer driven, The Internationalist has become a
trusted source for international best practices, and is dedicated
to the business needs and challenges of international marketing
professionals as they participate in multinational brand building
and aspire to world class standards. Originally created as a trade
publication, The Internationalist connects a global audience
through content and case studies in print, online and in-person--
via peer-to-peer marketer events including Dinners, Think Tanks,
Awards and Summits- all to better serve the needs of this
Click here to see all the 2016 Agency Innovators.