MUMBAI: GroupM has launched an innovation unit, GroupM Next, to support the ongoing efforts of its four agencies- Maxus, MEC, MediaCom and Mindshare.

The agency has named GroupM Search CEO Chris Copeland as the CEO for GroupM Next. Mindshare leader of digital media operations for North America Cary Tilds will be the chief innovation officer of the new unit.

GroupM Next will focus on providing insights and will help the core partners and emerging players in online, mobile and social develop. The unit will assist them in the creation and management of partnership opportunities, integration into technology and data systems and education to deliver best practices. It also will build on the body of original research focusing on consumer use of new platforms and devices and the impact of that usage on brand marketing.

GroupM North America CEO Rob Norman said, “GroupM Next is dedicated to creating, capturing and ensuring the implementation of the best thinking and new insights from our community in the digital, social, mobile and addressable media markets. Our goal is to create an active partnership across GroupM and our clients to develop actionable insight and a clear path to action on the platforms that are changing our industry.”

Copeland is with the organisation since 2000. He has led the development and integration of the global search marketing offering for GroupM agencies. In his new role, he will leverage his experience with emerging media companies to steward the GroupM Next programme in partnership with agency leadership. The focus will be participating with those companies leading changes that most impact consumer media consumption, brand favorability and purchase behavior.

Copeland said, “There are a number of companies that are transforming media and the way consumers and brands behave. These changes are of paramount importance to GroupM and its clients. It’s our job to provide unmatched competitive advantage for our clients with these partners. It’s the job of GroupM Next to assist our agencies and their clients in realizing this opportunity.”

Tilds had joined Mindshare in 2007. In her new role, she will be identifying and implementing specific technology and platform opportunities into existing proprietary systems and workflows to ensure that GroupM agencies and their clients can participate with speed and relevance.