Catherine Yuile has been named to the newly-created role of senior vice-president, insights and analytics at Edelman in Toronto.
Yuile will oversee a team that aims to implement research techniques and measurement strategies that drive better business insights, decisions and actions for clients.
Yuile has more than 20 years of experience in market, media and advertising research. She previously spent 10 years at Ipsos ASI, overseeing a client service team that managed creative development testing and communications and brand health tracking for clients. In addition, Yuile was a senior member of Ipsos ASI’s Canadian leadership team.
At Edelman, Yuile will oversee a variety of consulting, research and measurement products and services using techniques from Edelman Berland, the PR firm’s global market research and strategic consulting arm.
“Hiring Catherine is an important move for us as we continue to reinforce the importance of insights and analytics in all of our client work,” said Lisa Kimmel, president, Edelman Canada, in a statement.
Yuile said she is excited to be joining Edelman at s a pivotal time for insights and analytics. “Today, what and how we measure may be changing rapidly, yet the fundamentals of good research design and storytelling to drive actionable insights have never been more vital.”
