Bentwood takes on an expanded leadership role over the agency’s award-winning, growing team to innovate measurement and provide global executive counsel to clients.
LONDON (December 20th, 2023) – Interpublic Group (NYSE: IPG) agency Golin announced today the promotion of Jonny Bentwood as global president of data & analytics. In this newly created role, Bentwood will oversee broader counsel with Golin’s digital, research and data & analytics experts around the world, and together they will bring new tools, technologies and intellectual property (IP) that enhance workplace capabilities and strengthen client output. Bentwood’s promotion went into effect in October.
“Jonny pioneers how clients use measurement, and he has broken new ground for using data in strategic planning that no-one has done before,” said Neale. “Under his tenured leadership, he has grown the department and integrated its specialty across our business. I’m looking forward to having his knowledge impact more of our global portfolio as his unit continues to prove the value of measuring public relations in our work.”
In his previous post as head of data & analytics for Golin, Bentwood grew the practice to more than 100 specialists around the world who focus on driving data-led strategy, outcome-based measurement and developing IP that enables Golin’s clients to be certain through the use of data that their communications approach is optimized. The department also experienced a 32% uptick in client business just this last year, largely due to growth opportunities with ASICS, Walmart and a few other new and organic clients. In Bentwood’s expanded role, he will focus on creating new measurement innovation, providing more analytics council to top clients, and he joins Golin’s global executive leadership team who oversee the highest strategic decision-making for the agency.
“As a self-proclaimed geek, I’m proud that we’re making investments to future-proof not just our own business, but that of our clients,” said Bentwood. “We’re embedding analytics into everything we do, proving the value of data-driven strategy, and our clients trust in us to push them beyond just measurement-based work so that they can reach audiences in more significant ways that impact their bottom line.”
When Bentwood first joined Golin in 2017, the measurement function was primarily “descriptive” or evaluation-based measurement. Since then, he has combined the latest tools with specialty talent to prove a proactive value in data and analytics, integrating his team into some of Golin’s largest accounts. Today, the department leads “prescriptive measurement” to show the strategic planning work that could be done to inform insights behind earned-first creative campaigns, and it has pushed clients to depend on Golin for “predictive measurement” that spots industry trends and helps navigate crisis mitigation.
Golin is the most awarded data & analytics team in the communications industry, which has resulted in recognition for its clients in consumer, health, corporate and purpose-driven work. Golin CEO, Matt Neale, was invited to deliver the keynote speech at the International Association for Measurement and Evaluation of Communication’s (AMEC’s) largest global conference earlier this year, and Golin was just named the AMEC Measurement Team of the Year for the fifth year in a row while also winning the two prestigious Grand Prix Platinum Awards for the Best Overall Measurement Team and Best Campaign of the Year. Bentwood is also a sought-after thought leader, recently speaking at a PR Moment Masterclass, PRCA Measurement event, and guest lectures at several universities.
Bentwood’s leadership approach combines people, process and technology to deliver against Golin’s brand purpose mission to “do the best work of our lives.” In doing so, he has employed the best data scientists, he uses the latest AI technology, and he creates modern efficiencies and new IP for the agency. His team’s latest products include tools to detect misinformation that help clients navigate the challenges of fake news and a focus on data storytelling to show how emotional intelligence can measure the hearts and minds of target audiences with data that taps into those feelings to increase brand affinity and purchasing decisions.