A&E Taps Research Guru

Jan 18, 2009  •  Post A Comment

As A&E Television Networks gears up for the upfront advertising market, it has hired noted research executive David Marans.
Mr. Marans, previously with ad agency J. Walter Thompson, media agency Mindshare and IAG Research, has been named senior VP of research and insights at AETN. He will oversee programming and ad sales research for the company’s networks, including A&E, History, Biography, History International and Crime & Investigation Network.
“He’ll be able to go out and tell our rating story really well,” said Mel Berning, executive VP for ad sales at AETN.
“But I think the other thing that he can do is he can tell the value story really well. He knows what clients have been looking for, he knows what the agencies have to give their clients,” added Mr. Berning, to whom Mr. Marans will report. “This was an opportunity to get someone on board who has a ton of relationships with advertisers and clients and buyers.”
Mr. Berning said the company’s current research staff remains in place.
Mr. Marans, who starts Tuesday, was unavailable to comment last week.
Over his 25-year career in the advertising business, Mr. Marans has been known for speaking out with both wit and wisdom.
Key issues with which he has been identified include accountability and return on investment. Most recently with IAG, he helped establish a system for measuring viewership engagement.
IAG was acquired by Nielsen last year.

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