GroupM North America
Ed Gaffney leads the investment research team at GroupM in the U.S., where he and a team of almost 30 researchers look at the holistic measurement of media across video, audio and image, including both print and display. Ed is charged with making sense of an increasingly fragmented space, and works tirelessly in a device-agnostic approach to an often siloed marketplace. Ed’s work informs all of the negotiations that GroupM’s agencies conduct with media partners on behalf of their clients, ensuring that each client is enabled by a peerless view into their audiences' media consumption habits, device and platform usage, as well as the supply and demand dynamics for available advertising inventory. Ed works hand-in-hand with the [m]PLATFORM team to ensure that the technology and investment sides of the equation remain in sync.
Ed began his advertising career at Y&R, working in the then newly formed Print Services Group. He then moved to the AT&T planning group for a year, where he was "loaned" to the research group for a short-term project, and the rest is history. Outside of a three-year stint as the Director of Knowledge at Carat North America, Ed has been with WPP (Y&R, MEC, GroupM) planning and buying research ever since. Ed's was most recently Director of Tactical Planning Research for GroupM, where he spent his time helping the video implementation teams to better understand, and more efficiently execute planning strategies across all forms of video.