Virginia Pino has been named the head of consumer and media insights at Media Experts, a new role at the media agency.
Pino, who was most recently senior vice-president of market and consumer intelligence at MediaCom Canada, stepped into the role Monday. She is based in Media Experts’ Toronto office.
Mark Sherman, founder, owner and executive chairman of Media Experts, told Marketing that Pino will help the agency as today’s advertising business moves from survey sample-based research to census-based data analytics.
“Virginia brings to us a wealth of experience that we want to leverage in order to accelerate our metamorphosis around achieving insights from digital footprints,” he said. “She’s got an unparalleled track record in the media research community around consumer intelligence and she brings to us a wealth of experience across a broad range of client categories.”
With the increased volume of data available today to use to make media planning and buying decisions, Sherman believes Pino will be able to use her experienced eye “to decipher good from bad data, and actionable from inactionable data.”
While data has changed and accelerated the media business, Sherman said the essentials fo the business remains the same; it’s still about “buying the right people in the right place at the right time for the right price.” He added that “bringing media basics to the new media world is critically important in [Media Experts’] thinking and approach.”
The search to fill this new role at the agency began in October, and Sherman said there were three finalists from diverse fields up for the job.
Before her time with MediaCom, Pino was with Alliance Atlantis and YTV.
