Brian Hughes is SVP, Head of the Audience Analysis Practice at Magna Global, and has been with the IPG family for over a decade. In this role, Brian develops new products and strategies that drive IPG Mediabrands’ business goals, as well as expand the units’ suite of proprietary research studies designed to understand and address the biggest issues facing marketers today. He also supports the investment practices at IPG Mediabrands agencies, and leads the production of the Magna Value Index, a proprietary measure of audience attentiveness

With Magna, Brian has been an essential contributor in shaping the television and programming analysis operation, and is a major force in the Magna’s audience analysis groups’ expansion into emerging media platforms. By integrating these mediums, Brian can deliver a more precise and inclusive report about current and future trends affecting the marketplace. With his commitment to staying ahead of the fads, he has been pivotal in developing solutions to achieve better data processing. Currently, Brian is investigating the intersection of the television and digital worlds to determine how the evolving media landscape can be measured.

Prior to working with Magna, Brian was part of Initiative’s research team, where his interest shifted to national television. He first started in advertising at Telerep, contributing local television insights for client stations.

Brian represents Magna at many major industry coalitions and boards, including the Media Research Council’s Television and Internet Committees, the CIMM Cross-Platform Working Committee, Arbitron’s Video Leadership Council and Nielsen’s Internet Integration Client Advisory Commitment. He has a zest for the written word and applies his literary talents to marketing related articles and reports.