NEW YORK, Nov. 14, 2016 /PRNewswire/ -- GroupM, the media investment group of WPP, today announced a simplified management structure in the U.S. and Canada designed to deliver consistent and cohesive resources to GroupM agencies centered around two fundamental pillars: media investment and platform services. The changes will streamline the organization, ensuring continued product innovation and better unification of services for GroupM agencies including Mindshare, MEC, MediaCom, Maxus, Essence and M/SIX. As part of the simplified structure, Lyle Schwartz is promoted to President of Investment, overseeing the entirety of GroupM's investment resources, marketplace analytics and media implementation. Phil Cowdell is appointed President of Platform Services, a new organization that encompasses all of GroupM's data-centric solutions, including programmatic media, search marketing, social media, digital operations and digital analytics. Schwartz and Cowdell report to Brian Lesser, CEO of GroupM North America.
InvestmentLyle Schwartz is named President of Investment, North America, with responsibility for overseeing investment in the company's largest region, where more than $30B (RECMA) is invested on behalf of clients annually. On Schwartz's promotion, Lesser said, "This is the first time someone with a research and analytics background has been named trading chief for a major media investment group. This decision underscores our belief that data and insights are fundamental to the success of the entire business." Schwartz has more than 30 years of experience at WPP inclusive of his early positions at Y&R prior to its acquisition by WPP. Schwartz helped build the research department at GroupM, which is already fully integrated into the trading organization to support insights-driven 'one voice trading,' another point of distinction in GroupM's approach to media investment. Schwartz has made significant contributions to a number of company and industry-wide milestones, including the development of C3 ratings for time-shifted TV, defining viewability in digital and pushing the industry for platform-agnostic video measurement. All North American investment team members across TV, digital, radio, print and local now report up to Schwartz.