One of the leading industry experts on the latest generations' brand tendencies and cultural trends, Melissa Lavigne-Delville has joined NBC Universal as Vice President, Strategic Insights for Women at NBCU, the company's female-targeted ad sales, marketing and research initiative. The announcement was made by Tony Cardinale, SVP, Strategic Insights for NBC Universal's Women & Lifestyle Entertainment Networks, to whom Lavigne-Delville will report.
In this newly created role, Lavigne-Delville will guide Women at NBCU's marketing partners through today's rapidly changing technology, media, and cultural landscape -- ensuring they find the most resonant ways to communicate and the most effective places to connect. She will serve as a key resource and advisor on generational insights, cultural trends and societal shifts -- adding context to NBCU's wealth of audience data. These insights play an increasingly important role in guiding marketing plans for both the company's client and agency partners.
Lavigne-Delville will also be responsible for the creation of custom, tent pole research projects as well as case study research that will access the efficacy of Women at NBCU campaigns. Additionally, she will oversee and glean insights from the newly launched Women at NBCU Brand Power index - the most comprehensive marketplace measure of the brands women are talking about.
"With its television, digital, and new media platforms, NBC Universal reaches 95% of U.S. women per month. As a result, we have access to an incredible amount of data when it comes to female consumers," said Cardinale. "Having an experienced expert like Melissa on board will profoundly expand our capability to deliver fresh insights on women to the marketplace. This is an invaluable capability, as the key to any successful marketing campaign is to thoroughly understand the behaviors, desires and needs of a target audience."
Lavigne-Delville has a wealth of experience informing leading companies on consumer trends. Most recently, she worked at The Intelligence Group as a Managing Director (2004-2010) She worked on a variety of research and consulting projects with clients including Procter & Gamble, BBC Worldwide, Microsoft, HBO, Nike and Target. She also headed The Intelligence Group's monthly trend seminars, which immerse companies -- ranging from Reebok to Bank of America -- in the latest trends impacting generations X, Y and Z.
Prior to joining The Intelligence Group, Lavigne-Delville was the Director of a New York City fashion-forecasting firm, and a merchant and youth culture expert for Urban Outfitters.
Lavigne-Delville is a graduate of Vanderbilt University, where she earned a B.A. in Communication Studies. She is currently pursuing her masters in trend research at New York University.
About Women at NBCU: Launched in May 2008, Women at NBCU is a powerful combination of media assets reaching women across multiple platforms. This ad sales, marketing and research initiative creates custom solutions for advertisers to connect with female consumers via NBC Universal's wide portfolio, including Oxygen, iVillage, Bravo, "Green is Universal," "TODAY," as well as other female-skewing shows such as "The Biggest Loser." Some recent Women at NBCU clients include Pepsi, Procter & Gamble, General Mills and Kodak.
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