Brian Hughes leads the Audience Analysis Practice for MAGNA, which is tasked with making sense of consumers’ media habits in a fully mediated world. He has been with the IPG family for nearly 15 years, but joined MAGNA when television research for all IPG agencies was consolidated there in 2004. He has since grown with the company, eventually assuming the role of Senior Vice President. With MAGNA, Brian was an essential contributor in shaping the television and programming analysis operation and later had a major hand in his groups’ expansion into emerging media platforms. By integrating these mediums, Brian can deliver a more holistic view of future trends affecting the marketplace. A big believer in efficiency, he has worked hard to improve data processes and yield key insights more quickly. With his commitment to staying ahead of the fads, he has worked closely with his colleagues at the IPG Media Lab to understand consumers’ interaction with technology. Prior to working with MAGNA, Brian joined Initiative’s research team in 2000 where his interest shifted to national television. He began in this industry at Telerep, contributing local television insights for client stations. Brian represents MAGNA at many major conferences and panels including the Media Research Council’s Television and Internet Committees and the CIMM Cross-Platform Working Committee. He has a zest for the written word and applies his literary talents to marketing related articles and reports.