By the minneapolis egotist / /
Martin Williams Advertising recently promoted Melissa Clark to vice president, director of strategy and performance. In her new role, Clark will oversee the strategic planning and data intelligence groups.
Clark’s role is integral to Martin Williams’ new model, which leverages the insights and ideas you’d expect from an advertising agency, paired with the executional efficiency of a content studio, powered by data and audience intelligence. By using search, social and digital analytics to inform all creative briefs, Clark and her team analyze real-time data to reach consumers upstream and optimize for results. Most importantly, Clark’s team will directly inform the creative process – from ideation to execution – by holistically integrating digital behavior.
“Naturally the digital behaviors of consumers need to inform and drive all of our thinking and ideas,” said Brock Davis, chief creative officer at Martin Williams. “The work being done by Melissa and her team will inevitably make our creative stronger, allowing us to tap into our data and insight experts to see what works and optimize accordingly.”
Prior to joining Martin Williams, Clark worked on a variety of large consumer and B2B accounts including 3M, Ameriprise, Dairy Queen, Land O’Lakes, General Mills and Target. Since joining Martin Williams in 2016, she has led strategy for Kubota, Nature Valley and Syngenta.