The network said the division would support its consolidated Worldgroup operation in China -- the ad agency, Universal McCann, the new MRM business, its healthcare operation and an event marketing company acquisition, which has since been re-branded as Momentum.
TH Peng, McCann's area director for Greater China, said the company was looking to squeeze powerful insights from its extensive research resource, which spans its on-going qualitative study Pulse by the ad agency, Universal's Media in Mind project as well as other proprietary studies in place. Additionally, he cited consumer insights which its events marketing team can collate during sampling exercises that normally take place across 300 cities nationwide.
"In China, you can have a lot of data, but not necessarily data that can be translated into useful information to deliver a powerful insight," Peng observed. "That's the problem... every agency has (piecemeal research), so they can only understand a little bit about China."
Peng noted that domestic corporations were beginning to demand research and insights as they realise they do not have the insights to support them against MNC rivals who do.
As director of consumer insights and market intelligence, Tan -- who is based in Shanghai -- has been tasked with consolidating Worldgroup's research resources into one division and setting up CIMI units in Beijing and Guangzhou as well.
Prior to MindShare, Tan also held research roles at TNS and ZenithMedia.