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

young-leaders

The Next Generation of Leaders

Jul 3, 2015 - If you want to see the future of business, you have to watch the people who follow -- not just follow the industry, but also individuals. Comments

leadership-skills

The Gravitational Pull of Leadership

Jun 5, 2015 - When companies like Apple and Amazon experience outrageous success and reshape an industry, it's often because of the visionary leadership of those... Comments

crystal-ball-future

A Glance Into the Future of Brand Loyalty

May 8, 2015 - With the growth of the wearable industry, brands need to focus on delivering the most valuable interaction as efficiently as possible. Comments

silicon-valley-magic

The Magic of The Valley

Apr 10, 2015 - Visits to Silicon Valley can remind marketers what start-ups need to focus on in order to succeed in terms of technology and innovation. Comments

cars-auto

The OS Car Wars

Mar 13, 2015 - Cars are fast becoming the next "connected" space, and so the battle for who will gain control over the operating systems is beginning to be waged... Comments

disappearing

I Saw the Future and Then It Was Gone

Feb 17, 2015 - The future of social media is in ephemeral content, but the question of just how to monetize that content remains. Comments

big-things-small-packages

Big Things Come in Small Packages

Jan 21, 2015 - Two companies that stood out at this year's CES are bringing major innovation to the world of data-driven marketing, in both the mobile and automotive... Comments

no-excuses

Welcome to 2015 – The Year of Proficiency

Dec 19, 2014 - The coming year will be one of no excuses for marketers, as we're forced to adopt the "buzzwords" of yesteryear that have now become accepted terms... Comments

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

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