Edelman today announced the appointment of Catherine Yuile as senior vice president, Insights & Analytics, effective immediately. In this newly-created role, Yuile will lead the region’s national Insights & Analytics specialty, overseeing a growing team that implements leading research techniques and measurement strategies to drive better business insights, decisions and actions for Edelman’s clients. She will be based in the Toronto office.
“Hiring Catherine is an important move for us as we continue to reinforce the importance of insights and analytics in all of our client work. Her credentials in this area are exceptional and we’re thrilled to have her join the Edelman team,” said Lisa Kimmel, president, Edelman Canada. “Catherine will oversee our national team while integrating with Edelman Berland, Edelman’s global market research and strategic consulting arm. She will work closely with all of our practices and sectors and will play an important role in continuing to advance our position as a leading global communications marketing firm.”
Yuile brings more than 20 years of experience in market, media and advertising research to the role. At Edelman, she will oversee a suite of consulting, research and measurement products and services that range from quantitative reputation polling, data analytics, consumer behavior mapping and advertising and creative testing. Yuile will report to Dave Fleet, senior vice president, Canada East, Edelman Digital.
Prior to joining Edelman, Yuile spent 10 years at Ipsos ASI, overseeing a client service team that managed creative development testing and communications and brand health tracking for key clients, while also acting as a senior member of the Canadian Leadership team.
“I am excited to be joining Edelman at such a pivotal time for Insights & Analytics in the communications world,” said Yuile. “Today, what and how we measure may be changing rapidly, yet the fundamentals of good research design and storytelling to drive actionable insights have never been more vital. I look forward to expanding Edelman’s national analytics suite with new, innovative techniques from Edelman Berland and strategic vendor partnerships.”
About Edelman
Edelman is a leading global communications marketing firm, with more than 5,500 employees in 66 cities worldwide. We partner with many of the world’s largest and emerging businesses and organizations, helping them evolve, promote and protect their brands and reputations. Edelman has always embodied a client-first culture, continuously adapting to the changing needs of our clients and the marketplace.
Our Canadian business has matured from one that has been primarily geography- and practice-focused to one that is also specialty-focused. Our offices in Vancouver, Calgary, Toronto and Montreal offer several specialized areas of expertise – including creative, insights & analytics, paid media and digital – to deliver best-in-class work to our clients in today’s complex media landscape.
Edelman was named one of Advertising Age’s “Agency to Watch” in 2014; one of Forbes’ “14 Most Influential Agencies of 2014”; The Holmes Report’s “2013 Global Agency of the Year” and was awarded the Grand Prix Cannes Lion for PR in 2014. In Canada, Edelman was among the top three finalists for Marketing Magazine’s 2014 Agency of the Year and has been named one of the Great Place to Work® Best Workplaces in Canada and Best Workplaces for Women.