Graeme joined UM New York in 2006. At UM, he currently oversees the insights and research development on a range of UM clients including include Sony Electronics, Sony Pictures and MasterCard.
In 2010, his conversational marketing findings on Sony Electronics won the Gold Award for Research from the Word of Mouth of Marketing Association. This paper not only quantified and proved the effect of advertising on a brand’s conversations, it also demonstrated word of mouth is competitive and that advertising share of voice can be a critical component.
Last year his recent speaking engagements include the USA’s Advertising Research Foundation’s Audience Measurement Conference and the Word of Mouth Marketing Association’s Summit where he unveiled UM’s latest thinking on conversational marketing for the travel industry.
In the mid 90’s, Graeme was chairman of the UK’s Audit Bureau of Circulations where he doubled the organization’s revenues in two years by helping develop their business press and internet media auditing.
He is a council member for a number of US organizations including the American Association of Advertising Agencies’ Media Research Council, and the Internationalist, a global publication focusing on the leading developments in international marketing communications.