Forrester Research Analyst Brings Digital Integration and Marketing Consulting Expertise to Lead Hyper-Local Media and Marketing Agency
Dave Walker, Chief Executive Officer of Geomentum, the nation’s first hyper-local media and marketing agency, and a unit of IPG’s Mediabrands (NYSE:IPG), today announced the appointment of Lisa Bradner to the newly created role of President. The former Vice President/Principal Analyst at Forrester Research joins Geomentum to build the agency’s account management and consulting capabilities as the company undergoes rapid expansion in client categories such as restaurant, retail and banking. As part of the Geomentum Executive Leadership team, Bradner will collaborate with Geomentum, Mediabrands and IPG agency business development units to deliver growth through integrated hyper-local solutions that harness the power of geography-based marketing to enable clients to “Own the NeighborhoodT.”
As the President of Geomentum, Bradner will lead the end-to-end strategic development and client management capabilities across the agency’s entire account portfolio. A leading digital strategist and consumer marketing veteran, Bradner brings more than 20 years of consumer marketing, new product and business development experience to Geomentum’s marketing clients. As President, Bradner will be dedicated to helping Geomentum clients leverage and integrate store data with the latest location-based technology solutions to more effectively connect marketers to the customers in their neighborhoods.
Bradner joins Geomentum from Forrester Research, the industry’s leading marketing and media research consultancy, where she worked with Chief Marketing Officers across the United States, consulting on digital integration, media mix and brand metrics. Bradner’s area of expertise is helping clients create and deliver compelling brand experiences that drive brand engagement and loyalty in a world of fragmented media and new marketing channels. As a Forrester Analyst, Bradner’s research centered on brand strategy, loyalty marketing, cohort websites, in-store media and marketing asset management. During her tenure at Forrester, Bradner helped charter and continues to sit on, Procter & Gamble’s Digital Advisory Board.
“As an analyst, I’ve been writing about how agencies and marketers must become adaptive organizations that take advantage of their store data and predictive technology to do things differently and here’s a company that wants to help clients do that,” says Bradner. “We’re shifting the way we think about media. Starting with the neighborhood is a powerful way to engage people and understand what’s relevant in day-to-day life. For me, Geomentum represents an opportunity to reinvent an industry, not just incrementally build a business.”
“Hyper-local has reached the tipping point for consumers and applying it to marketing is something we are pioneering at Geomentum on behalf of our forward-thinking clients. Lisa has the entrepreneurial spirit necessary to lead this industry change, as emerging hyper-local media opportunities present a true paradigm shift for advertisers,” says Walker. “Lisa commands enormous respect in our industry and we are pleased to welcome her to Geomentum as part of our leadership team.”
This senior hire amplifies Geomentum’s commitment to augmenting its already powerful leadership team with diverse industry representatives and perspectives. Geomentum’s staff includes several former brand marketers as well as PhD-certified statisticians. This is the third major leadership hire Walker has made at the company in the past year, having added Chief Strategy, Development and Operations Officer Mike Hayes, former SVP of Marketing at The Bon-Ton Stores, Inc., and Chief Financial Officer Bob Bukala, former Worldwide CFO for HP Consulting and Integration.
About Lisa Bradner
Prior to joining Geomentum, Lisa Bradner was Vice President/Principal Analyst at Forrester Research, the industry’s leading marketing and media research consultancy. Bradner’s research at Forrester focused on brand strategy and how companies can engage consumers online, offline and in-store. Bradner’s work explored how to develop brand strategies in a world changed by technology and how to use technology to implement those strategies and enhance brand experiences. Her specific areas of focus include brand strategy, loyalty marketing, cohort websites, in-store media and marketing asset management.
Prior to joining Forrester, Bradner spent more than 15 years in consumer marketing dually focused on brand and direct marketing. She has worked for Fortune 500 manufacturers, retailers and marketers including American Express, Fortune Brands, Sears and Time Inc. Bradner has developed and launched award-winning new products and categories in the mass market, drug and office product channels. Her career is a testament to her prowess as a leader, successfully directing countless cross-functional teams for brand management, market research, consumer development and new product introduction initiatives. As a recognized industry leader, Bradner has been widely quoted by notable publications such as Money Magazine, The New York Times, AdAge, Brandweek and MediaPost.
A Chicago native, Bradner is a graduate of Yale University and holds an MBA from Northwestern University’s Kellogg School of Management.
As the leading hyper-local marketing, media strategy and performance agency in the US, Geomentum helps marketers to Own the NeighborhoodT. Geomentum leverages geography-based technology to deliver deep neighborhood insights (such as economy, weather and media receptivity) that inform and enhance the performance of multi-channel local marketing through store level planning. Geomentum’s performance-driven technology enables marketers and agencies to create optimal marketing and media mixes, customized at the individual store level and scaled across thousands of neighborhoods. Powered by a network that plans and places more than $2 billion in hyper-local media annually, Geomentum delivers deep, actionable neighborhood insights to many of the nation’s largest marketers, enabling national brands to drive the sales needle in every market, for every store location, with speed and scale.