We Are Social Promotes Paul Greenwood to Global Head of Research & Insight

Jan. 15, 2024

Global socially-led creative agency We Are Social has promoted Paul Greenwood to Global Head of Research & Insight (R&I).

Greenwood, who previously held the role of UK Head of Research & Insight, will now also take on the responsibility for strategic leadership of We Are Social’s global R&I capabilities. He will do this by continuing to evolve and build the offering, while driving consistency, efficiency and quality standards across We Are Social's 19 global offices, and leading the agency’s Global R&I Council. 

Greenwood will be tasked with driving product innovation within R&I, and leading the data and effectiveness function, ensuring a unified and innovative approach to measuring content and campaign success on social. He will lead R&I delivery for We Are Social’s key global clients, identifying innovation and growth opportunities across the agency’s roster, which includes brands like Adidas, Activision and Samsung.

Greenwood will also work closely with We Are Social’s rapidly expanding cultural insights team to develop global thought leadership initiatives, such as We Are Social’s annual Think Forward trends report, and looking at bringing a more diverse perspective to research and creativity. 

Greenwood is based in London and joined We Are Social in 2012 as Senior Social Media Analyst. He will continue to report to We Are Social’s Global Chief Strategy Officer, Mobbie Nazir and will now join the agency’s Global Leadership Team. 

Paul Greenwood said:

"I’m super excited to take on the Global Head of Research & Insight role at We Are Social. It shows the agency’s commitment to advancing our cultural insight and social intelligence capabilities, empowering our teams to drive innovation and deliver unparalleled insights across our network as well as delivering on proving the value of social in the marketing mix through a renewed focus effectiveness. I’m very much looking forward to collaborating with our forward-thinking clients in this dynamic and ever-evolving landscape, pushing the boundaries of what's possible in social and tackling some of the burning industry issues with the great R&I teams we have around the globe."

 

Mobbie Nazir commented:

"Paul has led the UK R&I team from strength to strength,  while leading and growing our R&I clients and capability across the global network. I’m delighted that, with this promotion, he’ll have the opportunity to build further on this work. He’s a collaborative communicator and a unique thinker who’s played a pivotal role in scaling out our capability across the network - I’m excited to see where he takes us next."