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McCann Worldgroup Unveils Pioneering Global Chief Audience Architect Role

In a bid to strengthen their connection to audiences and drive growth, McCann Worldgroup has made two notable appointments: Nathan Brown as the Global Chief Audience Architect and Michelle Tang as the Global Chief Growth Officer, McCann. Brown's role, effective May 1, is a new addition to the company, while Tang's promotion is effective immediately.

As Global Chief Audience Architect, Brown will create a global practice for audience planning that delves into people's behavior across devices, content, and platforms. By uniting various disciplines within McCann Worldgroup with audience expertise, Brown aims to inspire and mobilize the agency around audience planning. This strategy will not only benefit current clients but also attract new ones by offering a profound analysis of their existing and potential future audiences, driving creative and growth opportunities, and evolving the McCann Worldgroup product.

Daryl Lee, CEO of McCann Worldgroup and McCann, praised Brown's appointment, emphasizing his empathetic style, creative sensibility, and strategic ability to derive insights from data points. Brown's vast experience across three continents, including his time as Global Chief Strategy Officer at Universal McCann (UM) and U.S. CEO of Omnicom media agency PHD, will serve him well in his new position.

Brown will also spearhead strategic growth for the McCann Worldgroup network globally, guiding clients and client teams to integrate audience activation more deeply into their brand storytelling and experiences.

In her newly elevated role as Global Chief Growth Officer, Michelle Tang will serve as the central point of contact for the network's global new business pitches and lead the new business function across McCann and McCann Worldgroup globally. Tang has been a driving force behind McCann’s recent wins, including Smirnoff, Prudential, and Post Consumer Brands.

Lee lauded Tang's accomplishments in the past year, highlighting her expertise in uniting teams around powerful brand platforms and shaping compelling growth solutions for new clients. Tang and Brown will work closely together to continue building McCann's momentum and winning streak.

In a related move, Marcy Q. Samet, McCann Worldgroup's current Chief Growth & Development Officer, will transition into a new role supporting IPG with high-impact growth initiatives, focusing on enterprise-wide commerce. Samet's vast experience, including her time as global CMO at MRM, makes her well-suited for this role at IPG.

Stay tuned for more updates on McCann's strategic moves and their impact on the marketing and advertising world.