Global Head of Connected Intelligence, TBWA\Worldwide
Alyson joined the company in 2021 to further elevate TBWA’s Intelligence and Knowledge practices, solidifying the company’s credentials as a proactive partner for clients in understanding the biggest drivers shaping growth opportunities across categories and brands.
Alyson connects the dots between different sources of Intelligence within the TBWA collective: TBWA\Worldwide, local agencies, centers of excellence, as well as TBWA’s cultural intelligence unit Backslash, social insight group 65dB and data-based primary research. She also works with external data suppliers as well as partners like Gartner and Forrester to develop new and proprietary methodologies and create proprietary IP.
She began her career as a media planner at Leo Burnett before joining Starcom MediaVest Group, where she spent 16 years serving different roles, including SVP, Global Director, Human Experience Strategy. There, she played a key role in developing the Human Experience Center, the agency’s first co-creation studio, in which she pioneered efforts to bring people into the experience design process.