Originally hailing from London, Graeme has been at UM New York since 2006 where his clients include Energizer, Spotify and J&J.
In 2010, Graeme’s multivariate modeling won the Gold Award for Research from the Word of Mouth Marketing Association which showed publically for the first time the connection between a brand’s advertising and its word of mouth. In 2015, he won the Advertising Research Foundation’s Ogilvy Award for automotive research for BMW Motorrad, the motorcycle division, where his research initiatives helped double their market share in less than 2 years.
In the industry media, he has written on topics such as why GRPs, when considered as Gross Reach Points, are likely to remain a key industry multimedia campaign metric, as well as how to buck the trend in the consumer’s growing lack of trust for brands.
While in the UK, Graeme was chair of the joint industry media-auditing group, ABC, abc.org.uk, doubling their revenues in two years as he took the organization in to more detailed digital and business-media auditing. He also won the Institute of Practitioners in Advertising’s Award for Research for his paper on the future of media research measurement.
He is a member of the Media Measurement Committee of the American Association of Advertising Agencies, as well as a member of the Research Leadership Council of the Advertising Research Foundation.