WORLDWIDE MULTI MEDIA MEASUREMENT
PANEL DISCUSSION - Getting the media mix right
Justin GibbonsVanella Jackson
Shubu Mitra
Lynne Robinson
Jim Spaeth
Shubu Mitra
Shubu is Director of Marketing Communication Effectiveness at The Coca-Cola Company. He leads Coca-Cola’s global initiatives to drive communication investment productivity and is in charge of strategic efforts to improve the effectiveness of brand communications. Shubu plays a leading role in developing and deploying tools and processes to plan, measure and improve marketing communication performance. He is also part of Coke’s core team charged with developing and implementing the Coca-Cola approach to Integrated Marketing Communication. Prior to joining Coke, Shubu was a consultant with McKinsey & Company and worked with several global clients on brand growth strategy and marketing productivity projects. In his spare time, he enjoys hanging out with his family, sailing and photography.
Jim Spaeth
Prior to co-founding Sequent Partners, a brand and media metrics consultancy, Jim served, for seven years, as President of ARF, The Advertising Research Foundation, where his mission was profitable business through effective research and insights. Prior to leading ARF, Jim spent over a decade developing new research tools to improve business performance. He has also led the media research function at General Foods and Young & Rubicam. Jim is the co-author of Market Research Matters and numerous articles and is a frequent conference speaker. Jim holds a B.A. in Mathematics, an M.S. in Econometrics and a Ph.D. in Economics.
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