As SVP, Group Director, Research & Analytics, Adam is dedicated to providing strategic and actionable global research insights to fuel better business outcomes. Adam currently serves a prominent financial services client, with an international focus, in addition to his experience across a multitude of business categories, spanning Entertainment, CPG, Insurance, Telco, Retail, Health, and more. Adam, also leads UM’s Research & Data Intelligence Center of Excellence, providing best in data-driven global media budgeting, measurement, and optimizations, while implementing robust frameworks to consistently improve brand health success and client business outcomes. He brings a diverse background of media research expertise, having worked across full agency client rosters that span a multitude of categories and verticals. Unsatisfied with the status quo, Adam had previously developed and enhanced proprietary cross-channel media planning tools to strengthen advertising effectiveness and budgeting optimizations, to maximize brand success. With Futureproof at the fore-front, Adam is passionate about proving business success through robust measurement and analytics frameworks to continuously unlock key insights that spur growth for his clients. Adam currently sits on the Research Leadership Committee for the ARF, also serving as UM’s ambassador to the ARF as well.