Chris Copeland

Chris Copeland

CEO, GroupM Next

Chris Copeland is chief executive officer of GroupM Next, the forward-looking media innovation unit of GroupM. Chris is responsible for curating and communicating insight-focused media solutions across established and emerging platforms. Leveraging his multi-year experience with emerging media companies, Chris is tasked with stewarding GroupM Next in partnership with agency leadership from GroupM's four media marketing and marketing service agencies (Maxus, MEC, MediaCom, and Mindshare). The focus is participating with those companies leading changes that most impact consumer media consumption, brand favorability, and purchase behavior.

Guiding the Predictive Insights, Technology, Research, and Communications teams at GroupM Next, Chris is responsible for overseeing the amplification of insights into opportunities that directly benefit the business of GroupM agencies and their clients. GroupM is the world's largest media investment management group and the media holding arm of WPP. Together, GroupM agencies represent almost $30 billion in overall North American billings (RECMA).

Chris helped guide the development of GroupM Next, which was established to deliver the best thinking and new insights from within the GroupM community. The unit also focuses on technology innovation connecting all media channels, but especially, online, social, mobile, and addressable.

Chris was selected to lead GroupM Next after nine years of leading the search marketing practice within GroupM. Among his accomplishments are the development and integration of the global search marketing offering for GroupM agencies, GroupM Search, which managed $1.3 billion in search billings globally and grew to more than 1,000 search marketing strategists serving 40 countries. In 2009, Chris created the research division of GroupM Search and developed research studies that deepened the understanding of consumer behavior across search and social media for leading brands and garnered global traction - most notably: The Influenced: Social Media, Search, and the Interplay of Consideration and Consumption; The Virtuous Circle: The Role of Social Media in the Purchase Pathway;and From Intent to In-Store: Search's Role in the New Retail Shopper Profile.

Chris entered the digital industry in 1996 when he joined search marketing agency WGI (later acquired by Tempus Group). He has been with the WPP and GroupM family of companies since 2000 when, recognizing search as an emerging media channel with incredible potential for brands, WPP acquired Tempus Group and CIA, and ultimately rebranded the search marketing agency as Outrider. As senior partner and managing director of Outrider, Chris delivered on GroupM's vision for the channel, leading the organization to 500 percent growth with global presence over five years, and establishing award-winning search marketing strategies that have become industry-wide best practices. In 2002, Chris successfully implemented the integration of search into the cross-channel media planning process at MEC, creating the first search marketing practice to sit within a media communications and planning company. In 2007, he guided the business expansion of search marketing practices into all GroupM agencies. In 2009, Chris was named CEO of GroupM Search, where he was responsible for driving global search strategy for the organization, while fostering the innovative application of search as an integrated channel. In his role, Chris also provided digital strategy counsel for clients, including AT&T, Dell, Audi, Volkswagen, and more.

Chris is an active member on advisory boards at the 4A's, Google, Yahoo, MSN, and I-COM. He is a frequent speaker in global forums discussing the digital marketplace and how the space is evolving, and serves as a regular resource to national and industry press. Chris contributes editorial commentary regularly to Advertising Age, ClickZ, MediaPost, and MediaBizBloggers.com. In fall 2013, Chris was honored as an inductee into the ClickZ Digital Hall of Fame.

Profile

RECENT ARTICLES BY CHRIS COPELAND

broken-internet

It’s OVER, the Internet IS Broken

Nov 21, 2014 - No, a celebrity photo didn't break the Internet, but it is changed forever. Read on to discover how. Comments

agency-innovation

The Importance of Identifying Friction and Innovating Against It

Oct 24, 2014 - The time it takes to go from start-up to an established company can be shorter than ever. How can you achieve this? Remove the points of friction to... Comments

illusion-of-change

The Illusion of Change

Sep 29, 2014 - Most businesses must adapt and change in order to succeed, but only the ones that realize that big changes might be necessary will truly be successful... Comments

interviewing

The Most Important Question I Ask Candidates: "What’s Your Crazy?"

Aug 1, 2014 - This interview question can truly show you what kind of digital marketer you might be getting ready to hire. Those who can embrace their "crazy" and... Comments

social-world-cup

A Social Generation Comes of Age at the World Cup

Jul 4, 2014 - This year's World Cup showed the confluence of the Internet and the real world and the impact that access and live action can have on people. Comments

twitter-bird-blue-on-white

Dealing With My Irrational Twitter Disappointment

Jun 6, 2014 - Twitter's changes are good for brands and nice for consumers, but for me, it's just not what I signed up for, and that's on me to rationalize. Until... Comments

cost-of-business

COB: Redefining the Cost of Business With Digital

May 9, 2014 - Today, you could make the case that "Create, Optimize, Bid," or COB, is in fact the cost of business for brands. Comments

mobileads

Getting Mobile Right

Apr 11, 2014 - As we move on from the Year of Mobile to the Age of Mobile, marketers and brands must design for consumer utility and distraction, as the majority of... Comments

Social Media

Brands and Social: Finding the Perfect Fit

Mar 14, 2014 - When deciding on a strategy for social, brands much ask themselves if a particular social network allows the brand to represent itself in a way that... Comments

Social Media

Facebook, Twitter, and the User Narrative

Feb 14, 2014 - Both Facebook and Twitter are striving to become truly mobile companies, while Facebook confronts its "youth" problem and Twitter strives to continuously... Comments

nest-thermostat

Google Buys Nest -- What Does It Mean?

Jan 23, 2014 - After CES, the tech world is buzzing with opinions about what the $3.2 billion acquisition means for Google's future -- but is it safe to speculate? Comments

shutterstock-100502689

Finding Success by Identifying Personal Bias in Business

Dec 20, 2013 - The reasons for valuing and dismissing the opinions of individuals may vary from situation to situation, but invariably, one common truth will surface... Comments

shutterstock-106597682

Who Makes Your Company's Most Important Decisions?

Nov 22, 2013 - On any given Sunday, those individuals tasked with critical decision making for billion-dollar NFL franchises make decisions based largely on instinct... Comments

Runner on starting blocks

How Brand Marketing Measurement Benefits from Life Lessons in Fitness

Oct 25, 2013 - As marketers, we all have goals. In the beginning, we set arbitrary measures to work against, then refine our goals as we get more data. At what point... Comments

film-reel

Online Video and the Perils of Business Morbidity

Oct 8, 2013 - Everything media, it seems, is either birthed to kill or exists only until it can be killed. Yet online video doesn't have to be the death angel to... Comments

hype-people

The Internet Twerks!

Aug 30, 2013 - An examination into the shift behind why live and custom content is central to brand success in a digital world. Comments

open-book

Beach Reads for Business

Aug 13, 2013 - Five books that every business reader should look into on their next beach vacation. Comments

cmo-test

3 Levels of Process

Jul 18, 2013 - Whether a startup or established company, if you cannot fall back on the process, repeat it over and over, and deliver that consistency at scale, then... Comments

rub

Frictionless Business, There's the Rub

Jun 7, 2013 - Identifying the right places for friction and removing it elsewhere is the difference between sparking a fire and slowing all progress to a halt. Comments

keywords2

Defining the Words That Define Us

May 13, 2013 - We may get seduced by 30-second commercials, display ads, and native advertising, but let's not forget that our ability to select the right words at... Comments

ebayhome

What if eBay Is Right and Paid Search Is Worthless?

Apr 1, 2013 - Search works, but only if, as a brand, you know what it's worth to you. Comments

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