Adfactors PR is signalling a deeper focus on research and planning by taking on seasoned analytics and research hand, Siddhartha Mukherjee as senior vice-president, research and planning. Mukherjee worked with Eikona under TAM Media Research ( a 50:50 joint venture between two global media research organizations, Nielsen & Kantar Media Research) for 15 years. Mukherjee was the business head of Eikona looking after earner media audits and also handled internal and external communication for the firm.
Mukherjee states on his LinkedIn profile that his aim is to make the earned-owned-paid mix relevant to the CXOs through customised brand research. Analytics beyond monitoring in PR have become increasingly important as PR is now an essential part of the integrated marketing mix. PR firms today deal with current business and reputational challenges such as fake news, industry disruption and the all-pervasive challenges of customer engagement in the age of social media. In such a situation, research, planning and analytics and AI could be the cutting edge required for winning PR strategies.