SMG Insight Expansion Continues With Appointments To Senior Team

SMG Insight, the sports specialist arm of YouGov, has appointed Richard Brinkman, former Global Head of KantarSport, as Director of Strategy and Growth. Brinkman’s appointment is the latest of several this year at the  sports research consultancy, as it steps up its offering of media and consumer solutions to new and established clients including the FA, ATP, ICC, WTA, Formula E, Rolex, RBS and Barclays. 

Managing Director and Founder of SMG Insight, Frank Saez, commented, “Richard’s appointment is an indication of how quickly SMG Insight is expanding, with clients increasingly attracted by our proven track record of bespoke service combined with leading-edge media and consumer research techniques. Richard’s experience and market know-how will be invaluable as we continue to develop innovative, responsive tools, whilst broadening our client portfolio both in the UK and internationally.” 

Brinkman welcomed his move, saying, “I am thrilled to be joining SMG Insight at this exciting time in the company’s development. It is invigorating to be part of a sports-specific business that is 100% client-focussed and committed to providing the solutions this dynamic industry demands. I am joining a talented, creative team with a strong service ethic and could not be more excited to be working alongside Frank to take SMG Insight to the next level.” 

Whilst at KantarSport, Brinkman oversaw the winning of significant contracts with entities such as FIFA, UEFA, IOC, Manchester United, NASCAR, Wimbledon and Aviva. His previous career experience includes a year as Commercial Director at Watford FC as well as long-term Directorship roles within sponsorship and sales at both Chrysalis Radio and media buying agency, BBJ. 

In a separate appointment, Tracy Schoenadel, former Vice President at Kantar Media, joins SMG Insight as Senior Vice President, North America, to lead the company’s expansion in this region. Frank Saez commented, “The US is the world’s largest and, arguably, most sophisticated sports/sponsorship market and, as such, needs the best tools and continual innovation. We are looking forward to launching some dedicated consumer research tools in North America, alongside our partners at YouGov, that will provide the depth and immediacy of data the market craves, whilst complementing and augmenting the leading media research services we already offer.” 

Schoenadel said: “I am delighted to be joining SMG Insight, a company that recognises the need for actionable sponsorship intelligence in the US and is actively investing in solutions. Our goal is to constantly strive to understand how fans, products and services interact with sponsorship, and to design stories that guide those interactions, with the end user always in mind.” Tracy has 25 years’ experience in the sponsorship and advertising sector, including seven years as Executive Director of the ESPN sports poll and most recently the role of VP for sports intelligence within the US division of Kantar Media. 

India SMG Insight’s third addition to its senior team this month is Joseph Eapen, who joins the company as Senior Vice President, India. Eapen was formerly SVP for South Asia at Repucom. Welcoming Eapen to his new role, Frank Saez said, "Joseph's in-depth knowledge, leadership and business acumen will serve as an invaluable asset as SMG Insight strengthens its core operations and expands its services across India and South East Asia." 

Eapen commented on his appointment, “I am thrilled to be joining SMG Insight at this exciting time for sports in India, now a truly multi-sports nation. SMG Insight's global presence and energetic team, together with its unique blend of services focussing sharply on sports sponsorship, ROI audit and impact studies, is phenomenal; it is indeed a great place to work." 

As well as his previous role as SVP at Repucom, Eapen was formerly CEO at the Media Research Users Council (MRUC) in India, where he was responsible for the Indian Readership Survey 2010, the largest readership study in the world. His career also encompasses 20 years’ experience in marketing research and media measurement, as well as the position of CEO at aMap, the second largest overnight TV ratings company in the world.