Dallas-based TRG, one of the nation’s largest independent ad agencies, announced Monday that Theo Medeiros has been named chief analytics and insights officer and will report to chief strategy officer Chris Ferrel.
Medeiros brings a strong background in business analytics, data strategy, technology and artificial intelligence. Most recently, Medeiros was director of analytics and technology for the Dallas-based Dominion Harbor Group, and prior to that he was director of analytics and strategy for the Metropolitan Museum of Art. Medeiros founded the iAspire scholarship program to train young people in artificial intelligence. His new role reports to Chris Ferrel, Chief Strategy Officer.
“After our first conversation, I knew we had not only found a brilliant data strategist in Theo, but someone who would champion the next generation of creativity at TRG. He’s a coach, a mentor, and a leader if that. does not exist, I will create it,” Ferrel said in a statement. “The path to better audience insights requires better data, but data alone is not enough – leaders like Theo make a difference. He brings to our clients world-class analytical expertise and a proven approach that combines science and art. We can’t wait to get started.
Medeiros’ role will report to TRG’s strategic collective, which brings together brand strategy, media strategy, digital strategy and data strategy, the company said in a statement. He will lead the group in transforming data into actionable insights, improving how brands connect with people in an evolving multicultural global marketplace, TRG said in the release.
He will immediately begin developing a roadmap to grow the insights and analytics team of strategists, analysts and data managers, TRG said. They will work closely with creative teams, using data science to support creativity across the business.
TRG said the new analytics products will focus on deeper audience insights, interest-based communities and high data strategies to help clients engage their audiences in new ways.
“TRG fosters a culture of innovation, collaboration, inclusiveness, boldness and customer focus that is close to my heart and motivates me to do my best,” Medeiros said in a statement.
Medeiros holds a Master of Science degree from NYU’s Stern School of Business and a Certificate in Strategic Management from Harvard University. He will complete an MBA in strategy and analytics at UNC Chapel Hill next year, TRG said.
Claiming to be a “fiercely independent” company since its inception, TRG has a four-decade track record of building iconic brands. It remade itself in 2021 as a not-for-profit, people-run company that encourages new voices and fosters diverse thinking. The agency is owned, but not managed, by an established and controlled not-for-profit organization. Its clients include big names such as Westlake-based Charles Schwab, Ram Trucks, Metronet, Choctaw Casinos & Resorts and many more.
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