Dallas Advertising Agency TRG Appoints Head of Analytics

The independent agency sees the hiring of Theo Medeiros as a way to provide better data and insights to its clients.

Dallas-based TRG, one of the largest independent advertising agencies in the nation, announced Monday that Theo Medeiros has been appointed head of analytics and insights and will report to Chief Strategy Officer Chris Ferrel.

Medeiros brings a strong background of experience in business analytics, data strategy, technology and artificial intelligence. Most recently, Medeiros was director of analytics and technology for Dallas-based Dominion Harbor Group, and before that he was manager of analytics and strategy for the Metropolitan Museum of Art. Medeiros founded the iAspire Fellowship Program to train youths in artificial intelligence. His new role reports to Chris Ferrel, chief strategy officer.

“After our first conversation, I knew we had not only found a brilliant data strategist in Theo, but found someone who would champion the next generation of creativity at TRG. He’s a coach, mentor, and if-it-doesn’t-exist-I’ll-create-it leader,” Ferrel in a statement. “The path to better audience insights requires better data, but data alone is not enough – leaders like Theo make the difference. He brings our clients world-class analytics expertise and a proven approach that blends science and art. We can’t wait to get started.”

Medeiros’s role will fall within TRG’s strategy collective, which brings together brand strategy, media strategy, digital strategy, and data strategy, the firm said in a statement. He will lead the group in turning data into actionable insights, improving how brands connect with people in a changing multicultural, global marketplace, TRG said in the statement.

He will begin immediately developing a roadmap for growing the analytics and insights team of strategists, analysts, and data managers, TRG said. They will partner closely with creative teams, using data science to support creativity across the firm.

TRG said that new analytics products will focus on deeper audience insights, interest-based communities, and elevated data strategies to help clients earn their audiences’ attention in new ways.

“TRG fosters a culture of innovation, collaboration, inclusivity, boldness and customer-first that is dear to my heart and motivates me to do my best work,” Medeiros said in a statement.

Medeiros has a Master of Science degree from NYU’s Stern School of Business and a certificate in strategic management from Harvard University. He will complete an MBA in strategy and analytics at UNC Chapel Hill next year, TRG said.

Saying it is a “fiercely independent” firm since its founding, TRG has a four-decade record of building iconic brands. It remade itself in 2021 as a nonprofit-owned and people-run enterprise that encourages new voices and fosters diverse thinking. The agency is owned, but not run, by a vetted, established nonprofit. Its clients include such big names as Westlake-based Charles Schwab, Ram Trucks, Metronet, Choctaw Casinos & Resorts and many others.

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