LogicLab, Inc., the first company to apply deep marketing analytics to the media buying process of evaluating, optimizing and purchasing advertising, announced the appointment of Craig Gugel as Chief Research Officer. In his new role, Gugel will manage all research functions for LogicLab, including consumer insights, internal and external training and education, primary research and data partnerships. In this position, he will also serve as a public face of LogicLab and an industry expert on all research-related issues.
Prior to joining LogicLab, Gugel served as senior vice president of media analytics at the Advertising Research Foundation, where he managed all 360-degree media and marketing initiatives. Previously, he was president of Telmar Information Services and Telmar HMS, where he managed all operations for the Telmar Group in North America. Condé Nast Publications, The Economist, Financial Times, PHD-US, Optimedia, OMD Canada, Google and Discovery Communications were among the clients his team was responsible for managing.
Gugel came to Telmar from Nielsen IMS Worldwide, a division of The Nielsen Company, where he was executive vice president, worldwide analytics and strategy. While at Nielsen IMS, he worked extensively in the entertainment and retail research fields with such clients as Screenvision, KCBS-TV, Nielsen EDI, Nielsen Interactive Entertainment, Nielsen Soundscan and In-Store Broadcasting Network. Prior to IMS, Gugel was executive vice president and director of strategic insights at Optimedia International, a division of Publicis-owned ZenithOptimedia. At Optimedia, his client responsibilities included consumer insights work for clients L’Oreal, BMW and Nestlé.
Gugel began his career as a spot media buyer at Kenyon & Eckhardt Advertising in Detroit, where he worked on Ford Motor’s Lincoln-Mercury account. He later gravitated to the New York research community and worked for several agencies including McCann-Erickson Worldwide, Foote Cone & Belding Communications and Organic, Inc. After establishing and running Organic’s, media planning, buying and consumer research arm, he founded and ran his own research consultancy, Manhattan-Pacific Multimedia until he moved to Optimedia in 2001.
Gugel is a member of ESOMAR and a past board member of the Advertising Research Foundation. He is also an Adjunct Assistant Professor in the Advertising and Marketing Communications Department at Fashion Institute of Technology, a college of the State University of New York. He received his bachelor’s degree in communications and sociology from the University of Windsor in Ontario, Canada, and completed graduate work in Media Studies at New School University in New York.
“I am extremely pleased to welcome Craig to the LogicLab team,” said LogicLab Inc. President Chris Wilson. “I have known and worked with Craig in different capacities over the years, and am excited about the expertise and knowledge that Craig will bring to the team to ensure that we are delivering the most actionable and valuable insights to our growing client base.”
Gugel said, “In my new role at LogicLab, I will be instrumental in helping move the company forward as a preeminent producer of CRM media planning software and data integration solutions.”
Gugel will be based in LogicLab’s headquarters in New York.
LogicLab™ (logiclabinc.com) matches advertisers with the best media choices possible. By placing actual consumer data at the center of media evaluation, LogicLab enables advertisers, agencies and media buyers to, for the first time, optimize and measure campaigns using the same proven quantitative criteria used in disciplines such as direct marketing. LogicLab also gives media owners the ability to attract new and diverse advertisers. Founded in 2009 and based in New York, NY, LogicLab is a wholly owned subsidiary of Merkle Inc.
Media Contact: Rachel Hunt, DPR Group Inc. / P: (240) 686-1000 / E: RHunt[.]dprgroup.com.