Silverman to Lead New Global Analytics Practice for Interbrand
New York, NY, USA, October 18, 2007 – Interbrand, the leading global branding firm, has announced the appointment of Greg Silverman as its Global Practice Leader for Analytics.
By creating this new role, Interbrand is committing global resources to a discipline that offers highly
sensitive and predictive models to build brand value, as well as providing better and more insightful
answers to a whole range of marketing and business questions around demand, brand and performance.
“Clients are under increasing pressure to understand how their brands impact business and we are in a
position to employ leading edge tools that give us precise, measurable insight into future outcomes,” said
Silverman. “We see analytics as an ingredient in all aspects of brand management because good
branding is distinctive, and we’re able to measure that distinctiveness to improve strategy and creative
accordingly,” he added.
Widely known for its benchmark annual study of the Best Global Brands published in BusinessWeek,
Interbrand invented the practice of valuing brands in the 1980s and has continued to innovate new
methods to measure and managing brands as important business assets.
“Our analytics team is trail-blazing in the marketing world by applying sophisticated research, modeling,
and econometrics to answer business questions and create clear strategies covering subjects such as;
return on investment, value creation, shopper marketing, retail, and advertising. This work compliments
our historical strength in brand valuation and by combining these skills with our valuation expertise we
can move from “what’s a brand worth?” to deal with the broader questions of “how do we most efficiently
create value?” and therefore, “what should we do next?” said Jez Frampton, Global Chief Executive of
Silverman, 45, previously led the firm’s North American analytics practice and has played an integral role
in innovating the company’s approach to brand metrics and management.
During his 20-year career, Silverman has developed a broad appreciation of consumer and strategy
issues, which led to a career as a strategy consultant before joining Design Forum, Interbrand’s retail
experience arm, in 2001. Silverman has worked with many of the firm’s clients including AT&T, Bank of
America, Gillette, Home Depot, John Deere, P&G, Scotts, and Victoria’s Secret to understand in
advance the potential outputs of their brand investments.
As Executive Vice President at California Closets, a global franchise organization, Silverman was
responsible for brand development, channel expansion, and profit and loss. Prior to that, he held merchant
and managerial positions in both retail and manufacturing. Additionally, he has worked in consulting
organizations Management Horizons and Price Waterhouse Coopers.
Silverman received his B.A. in Marketing from University of Georgia and his Masters of Science,
Management from Georgia State University.