“Every agency has upped their game in the last few years as we have gotten better and better at delivering for our clients through data that really informs [the work],” Stewart said. “Understanding audiences and getting those insights leads to a tougher playing field. It’s been a challenging year, but we’re pleased with what we've done. We’re growing as an agency. Do you always want to grow more? Yes, I would like to grow more, but we've had a good year.”
In September, GSD&M also brought back another former employee, Dave Zwickerhill, to lead its data and analytics offering, as VP group director of decision sciences. Zwickerhill previously worked at GSD&M from 2016 to 2022. He spent one year at Code and Theory as senior director, data, analytics, research, and testing, before returning to GSD&M.
“He’s helped set up a number of systems for us, particularly some of the tech stacks that we’ve built out for clients,” Stewart said. “He’s currently helping us to develop some tools that I think will reinforce what we share with the market as to our point of difference and how we can in fact measure that and prove to you that we have successfully driven [the client’s] business, not just the typical KPIs of your revenue and sales … but real measurements that make up a brand and that tell the whole story of the brand and the brand's health.”