MEC names Alan Morrissey as its new head of Analytics and Insights

Erica Gunning, MD of the South Africa MEC Group, says, “Alan will help MEC drive transformational marketing solutions through the connection of technology, data, insight and content.”

Morrissey is passionate about all things digital and relishes gleaning insight from both quantitative and qualitative measurement across all media. He believes that brands should be asking for ROI and educated in digital. He says, “Brands are shifting ad spend to digital rapidly. As they do this, they need to know that their agencies are spending their ad money wisely.” He is also fanatical about ensuring that ad spend in South Africa is measured and reported accurately to reflect the real share by media channel. He feels that currently, Adex is flawed and needs an overhaul.

Morrissey is excited about assisting MEC and its clients to tackle the digital world head-on by using the most cutting edge measurement, insight and research services. He brings a wealth of experience and knowledge in differing online research, measurement and ad delivery services to the table.

In his previous role he was responsible for managing Effective Measure’s relationship with the Interactive Advertising Bureau of South Africa (IAB) as the appointed online audience measurement vendor. He was instrumental in getting agencies, publishers, brands and research companies to use the company’s digital media planning platform and online research services. He also introduced a service that reports on digital campaign effectiveness (ROI) and impact which was a first in South Africa. In addition, he was involved in merging Effective Measure data with AMPS in Telmar to aid in cross media planning.

Before coming on board at Effective Measure, Morrissey served as senior sales and account manager at the United Kingdom’s auditing bureau, ABC UK – a role that saw him being responsible for auditing digital across web, mobile, apps, email, ad serving and print media to industry agreed standards. With responsibility for over 200 key digital media owner, media buyer, web analytics and advertiser accounts, he worked closely with publishers and media brands including FIFA.com, UEFA.com, Yell.com, Future Publishing, Haymarket Media, Incisive Media, Guardian.co.uk, Mailonline (Associated Newspapers), IPC, Bauer, EMAP, OMD UK, Walker Media, Carat and Telegraph.co.uk.

For more information on MEC, visit www.mecglobal.com.