David Sackin

David Sackin

EVP, Director of Insights & Analytics at BBDO Atlanta
Atlanta, United States

About me

David is Managing Director of The Worth, BBDO North America's analytics consultancy which is housed within BBDO Atlanta. He is responsible for client leadership across all three of the department's service lines: marketing ROI, digital performance, and innovative ways to understand the voice of the consumer. Current clients for The Worth include AT&T, FedEx, Starbucks, SC Johnson, REI, Florida Blue, and The Georgia Lottery.


David has over 20 years of experience in marketing and market research. Prior to coming to BBDO in 2010, David was co-leader of Global Customer Insights at McKinsey and Company, conducting strategic branding and pricing research for Michelin, Nestlé, Nike, P&G, Best Buy, the U.S. Postal Service, and Miller Brewing. Before that, David led retail market research in the U.S. for The Coca-Cola Company.


David has a strong track record of developing consumer insights that deliver tangible profits – a pricing strategy that netted $114 million in profits for Michelin, creation and development of the “Forever Stamp,” the best-selling stamp in history for the U.S. Postal Service, and a portfolio strategy for Gillette that netted $35 million in incremental profits. Now, as leader of The Worth, David helps clients and client service teams to uncover business-impacting insights for creative strategy development and media spend optimization. 

Positions

EVP, Director of Insights & Analytics
With more than 20 years of marketing and research experience, David helps ensure that our programs are working as efficiently and effectively as possible for our clients. As managing director of The Worth, David leads BBDO North America's analytics consultancy, housed within BBDO ATL. He previously co-led McKinsey's Customer Insights Practice and has conducted research for Michelin, Nestlé, Nike, P&G, Best Buy, the U.S. Postal Service, and Miller Brewing, among others. David guides client and client-service teams to uncover business-impacting insights for creative strategy development and marketing spend optimization.
David has visited 45 countries, but was detained in only Azerbaijan and Canada. He invented something even more well-traveled: the Forever Stamp, while consulting with the U.S. Post Office. 

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