SMG Insight, powered by YouGov, has appointed leading industry expert Ned Morris as Managing Director of its newest international office, meeting growing client demand for a presence in the fast-developing Australia and New Zealand markets.
Ned will be tasked with introducing SMG Insight’s pioneering research services to the countries’ sports industry, targeting rightsholders, agencies and sponsors.
The company’s services include media tracking and auditing, sponsorship and rights valuation, and economic impact studies, as well as consumer insights into event perceptions, sponsor fit, fan profiles and preferences.
Amongst the services which SMG Insight will be offering is one developed specifically for the Australia and New Zealand markets – YouGov SportsIndex. It will monitor perceptions of 42 sports properties, from the AFL to Super Netball, across 16 brand-style metrics. Its functions allow rightsholders, sponsors and agencies to assess the health of events and partnerships using data gathered on a daily basis, making SportsIndex one of the most powerful tools on the market.
The opening of a Melbourne office means that SMG Insight’s footprint now spans Australia, the US, the UK, UAE and India. Ned arrives from Repucom/Nielsen where, as Director of Business Solutions, he was the outfit’s most senior new business executive for Australia and New Zealand. His clients included the Australian Football League, the Australian Grand Prix Corporation and Accenture.
Ned believes that, with its innovative suite of services, SMG Insight is uniquely placed to compete in the Australian market.
“I’m really excited by the scope of services that SMG Insight, with YouGov’s backing, are bringing to the Australian market. With our operation here, we’re in a position to deliver something unique to the industry and I think that rightsholders and sponsors will be really interested in what we have to offer.
“This is an industry I know inside and out and it’s quick to latch on to innovation. SMG Insight is bringing the tools of tomorrow and that’s going to give our clients a real competitive edge.”
Tracy Schoenadel, SVP, Managing Director of Sports, North America says that Ned is the perfect person to launch SMG Insight in Australia.
“Ned has a track record of delivering growth and making a real difference at the places he has worked. We know that former clients consider him to be a first-class strategist but also someone who can combine that vision with the detail that actionable research requires. I can’t wait to work with Ned.”