Mars veteran to chair WFA’s Insights community and help boost member peer-to-peer learnings
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Sorin Patilinet, Senior Director, Global Demand Solutions at Mars, is to chair WFA’s Insight Forum.
Sorin, who has been with Mars for more than a decade, will now work with WFA members and the WFA team to develop and promote new learnings around insights’ role to support the marketing growth agenda.
He will head up a client-side peer community that boasts more than 600 consumer insight professionals and help deliver new understanding around hot topics such as marketing effectiveness measurement, insights transformation, storytelling and trends and foresight.
This year, Insight Forum members have connected and exchanged knowledge via quarterly peer to peer meetings, through webinars, research and benchmarking exercises. Topics discussed include upskilling insight teams, why the insights team is pivotal in understanding cultural context and diverse audiences, new operating models for the insight function and marketing effectiveness models, metrics and culture.
At Mars, Patilinet leads the Global Demand Sciences team, helping to build innovative insight generation solutions at the intersection of social sciences and tech, grounded on a deep understanding of human and pet behaviours.
‘Insight leaders in the industry are getting more and more eager to play a pivotal role influencing and impacting stakeholder behaviour and business decisions. It has never been a better time to nurture a peer-to-peer Insights community for driving collective change. I am excited to welcome Sorin as our new Chair”, says Ioana Danila, Insight community leader at the WFA.
“Marketing Effectiveness has consistently been the No. 1 priority for most WFA members since the association’s early days. The Insight & Analytics function is uniquely placed to solve for this priority today. The Insights forum, a vocal group of evidence-based advertising professionals is close to the consumer, has the expertise & data and can elevate this conversation to the board level. This is a huge challenge and I am honoured to bring my contribution as new chair of this forum which looks after the common interest of advertisers”, says Sorin Patilinet.
To find out more about the forum and how to get involved click here.