Mediaedge:cia (MEC) has created a partner-level position in charge of measuring both online and offline engagement, and it has named Mars Direct marketing vet Bob DeSena to the post of director of active engagement, reports ClickZ. Most recently, DeSena was founder and CEO of Engagement Marketing Group, which measures "consumer engagement across all connection points."
DeSena will oversee analytics, insights, ROI and communications planning for the WPP-owned mGroup's MEC - in what is one of the first efforts to integrate a media and marketing services firm's cross-media measurement efforts under one person, according to the article.
MEC has been on the forefront of integrating online and offline services, having last year unified its lead-generation efforts under one unit - MEC Interaction.
