Waggener Edstrom expands insight and analytics practice; hires unit lead

The appointment will see Tracy working with clients to overcome PR and marketing challenges and to measure the business impact of communications, along with the agency's regional team of analysts.

“The PR toolkit is by no means restricted to earned-media solutions,” Tracy told Campaign Asia-Pacific. “We are entering the age of PR, where advertising and paid solutions are part of our solutions portfolio, as are owned-media solutions. We are in the business of telling stories and connecting emotionally with audiences to solve diverse business problems with communications.”

Tracy was formerly data and analytics practice lead at MRM Worldwide Singapore. He also recently received nomination to the global board of I-COM, the International Conference on Online Media Measurement.

He noted dramatic changes in the role of PR this year, namely that PR is no longer limited to creating media exposure but also involves storytelling capabilities to drive conversions and purchase intent.

Zaheer Nooruddin, Asia-Pacific lead at WE Studio D, said the I&A team plays a key role in marketing and communications programmes. “Measurement powers stronger brand storytelling and creativity, bringing companies closer to audience motivations and interests,” he said.

Matthew Lackie, Asia-Pacific regional lead and senior vice president at Waggener Edstrom, said it is vital to prove the impact of communications.

“Impact is at the centre of everything that we do and can come in many different forms, from greater media exposure to higher employee engagement, depending on the business challenges of our clients,” he said.