Backstage Conversations

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Lyle Shwartz

Lyle Shwartz

About the Contributor:

As head of research and marketplace analysis Lyle's responsibilities include designing, developing and implementing approaches that provide GroupM clients with superior marketplace. Intelligence, including both quantitative and qualitative assessment of media and marketing issues. He is also charged with monitoring the current landscape linear and non linear and identifying trends and opportunities for GroupM clients.

Lyle rejoined GroupM from A&E Television Networks where as VP Research he was responsible for directing the research department in providing research and insights to the National and Affiliate Sales teams, programming and marketing for the various A&E endeavors. During his tenure he was involved in the naming, marketing and positioning of it's two new digital channels.

Prior to leaving A&E, Lyle was a 14 year veteran of Y&R(now part of GroupM) where he developed the account planning group within Strategic Media Research.

Lyle is a graduate of Hunter College and lives in Airmont, New York with his wife, Marjorie and his three kids, daughter Brittany, and sons Aaron and Scott.

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