Global CMO & East Coast President,
Before "Big Data" became a much-used term, Lynn Lewis was building it into practices for her clients. As the head of J3/UM, she was responsible for creating a new organizational structure, true integration, and employing new business tactics that focused on content, data and making media fully accountable.
One of her most innovative accomplishments while the global head of J3 was acting as the primary architect for the Business Analytics Engine (BAE), which includes a fully integrated team of analysts who are embedded within the planning team. The advanced analytics employed by this team allow for a scientific approach that enables the agency to forecast a client's business outcomes, and then optimize it in real time—based on what is performing best statistically.
As Global CMO, Lynn was charged with developing UM's “proprietary moments” planning tool, as well as rolling it out globally. It was essential that the tool be customized for each market, taking into account regional and cultural differences, along with acknowledging specific local challenges and social mores. In Lynn's view, the process is about living and breathing on a local level, and then finding a way to expand across markets, and, ultimately, across the globe.
Lynn's early international experience began when working in L’Oréal’s Account Management department, and continued with responsibilities for the Gillette business, especially in Asia and Latin America. After becoming Global Managing Partner for UM in 2010, Lynn extended the scope of her work considerably by overseeing both the Sony and Johnson & Johnson accounts.
In Lynn's view, the biggest challenge in applying innovative thinking to international accounts is understanding that each client and/or market has a specific set of issues of matter most to them. She believes that a healthy respect for localization is an essential factor in developing a successful plan for a client-- regardless of location.
Lynn Lewis strongly feels that UM's excellence is rooted in a commitment to better art, better science and better outcomes - the three most important dimensions of media.