Mediaedge:cia Puts All Engagement Tracking Under One Exec

Mediaedge:cia (MEC) has created a new partner-level position to oversee its efforts to measure engagement across on- and offline touchpoints. It named Mars Direct marketing vet Bob DeSena to fill the role.

As director of active engagement, DeSena will oversee analytics, insights, ROI and communications planning for MEC, a division of WPP-owned mGroup. It’s among the first instances in which a media and marketing services firm has integrated its cross-media measurement efforts under a single individual.

An MEC spokesperson described the decision to consolidate engagement measurement under DeSena as “joining the dots so that our industry-leading offer[ing] moves forward.”

During his time at Mars Direct, DeSena was in charge of all direct-to-consumer sales channels, including the brand’s CRM and database marketing efforts. More recently, he was CEO of Engagement Marketing Group, a firm he founded with the purpose measuring “consumer engagement across all connection points.” Earlier, he created Time Life’s first marketing services division.

At MEC, DeSena will have responsibility for the company’s MediaLab, Ohal, consumer insights and communications planning groups in North America.

“Bob’s proven track record as an industry pioneer in engagement, and his experience combining brand marketing, direct marketing and digital platforms, make him the perfect fit to integrate and develop our Active Engagement offering,” said Global Chairman Charles Courtier in a statement.

MEC has historically been on the leading edge of efforts to integrate on- and offline services. It was a year ago that the communications and media agency unified its lead generation efforts under one unit, called MEC Interaction.