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Lindsay Beltzer
Senior Associate,
Global Marketing & Communications
+1 212 798-7786

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 Interbrand.

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.