Synovate strengthens Asia Pacific team with new appointment
15 9月 2004
HONG KONG — GLOBAL market research company Synovate today announced the appointment of Mike Sherman in the newly-created role of Executive Director — Consumer Insights.
Reporting directly to the CEO of Synovate Asia Pacific, Mr Sherman will work closely with key clients with a special focus on the Hong Kong, Mainland China and Korea markets. His role is to provide value-added insights to the whole research process - from identifying client needs all the way through to helping clients integrate research findings into their broader marketing activities.
Tim Balbirnie, CEO of Synovate Asia Pacific said that Mr Sherman's appointment will further sharpen Synovate's commitment to help clients analyse and use data to continually improve their businesses.
"More and more, clients are demanding that market research play a vital part in the overall marketing discipline. And we are excited to continually expand our brief - going beyond the realm of pure data collecting and reporting - and heading into analysing, consulting and brainstorming to name just a few activities".
"Indeed, the research industry needs to move towards this model across the world. The way we are approaching this at Synovate is to reinvent research - to work harder and better at understanding our clients' marketing issues and needs before we start a project. This understanding then carries all the way through the project and beyond".
"We are delighted to have Mike on board to build our skills. His research expertise and the exacting techniques he has developed in his years at McKinsey - as well as his considerable marketing experience - will help to drive research excellence throughout the organisation. Even more importantly, his involvement in projects will deliver a strategic edge for our clients" Mr Balbirnie said.
Mr Sherman is recently ex-McKinsey, having spent 17 years with the firm in senior research and strategic marketing and research roles. For the past seven years he built and led McKinsey's Asia Pacific Marketing practice, including managing a team of marketing specialists around the region.
His client work involved marketing segmentation and strategy, new product / concept development, pricing, CRM, branding and marketing spend effectiveness. While Mr Sherman's work has spanned many industries in both business-to-consumer and business-to-business fields, he has particularly deep experience with banking and financial services, telecoms and FMCG. Earlier in his career, he co-founded McKinsey's Global CRM practice.
Prior to joining McKinsey, Mr Sherman worked with Procter & Gamble as a Brand Manager based in the United States. He graduated from Harvard Business School with a Masters of Business Administration (MBA) and is a Baker Scholar. His undergraduate work was at the Wharton School of Business.
Mr Sherman has also published and spoken widely about marketing issues.
- Getting to know the online consumer, speech to ESOMAR Asia-Pacific Conference, Bangkok, November, 2000.
- E-performance, the path to rational exuberance, McKinsey Quarterly, 2001 n. 1 (with F. Legendre, C. Taylor).
- Watch the customer closely, Electronics Business Asia, November, 2001 (with J. Hexter).
- Understanding Singaporean PFS Consumers, speech to Monetary Authority of Singapore Conference, Singapore, May 23, 2001
- Asian Investors Aren't as Conservative as You Think, Asian Wall Street Journal, February 8, 1999
- Asia's Young Want Better Financial Services, Wall Street Journal (Asian, European and US editions), October 25, 2000
- Emerging Marketing, McKinsey Quarterly, 2002 n. 2 (with S. Chung). Among most read Quarterly articles of 2002, based on on-line usage.
- Can marketing regain the personal touch?, McKinsey Quarterly 1995, n. 1 (with P. Child, R. Dennis, T. Gokey, T. McGuire, M. Singer).
- Can CRM work in emerging markets, speeches to ESOMAR Asia-Pacific conference, Singapore, December, 2002; ESOMAR CRM conference, Prague, March 2002
Contact(s) for this press release
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Linda Collard
Director, Marketing Communications |
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9/F Leighton Centre |
Telephone: +852 2830 2588 |
Synovate, the market research arm of Aegis Group plc, generates consumer insights that drive competitive marketing solutions. The network provides clients with cohesive global support and a comprehensive suite of research solutions. Synovate employs over 6,000 employees across 62 countries.
For more information on Synovate visit www.synovate.com.