What Happened?
Chicago, IL-based Scott Hess as Executive Vice President of Human Intelligence
About the Company
As a full-service media agency, we offer a complete suite of services from strategic planning to investment to real-time analytics geared toward putting Perspective Takes Form to work for all our individual clients` brands.
About the Person
Scott Hess is the Executive Vice President of Human Intelligence at Spark. Prior to that, he served as the Senior Vice President of Human Intelligence for media agency Spark He leads the firm`s research and insights function and serves as the primary architect and catalyst for the next-generation media planning approach known as “Experience Planning.” Known as one of the leading experts on American youth in general and the Millennial generation in particular, Scott spent nearly a decade as the Vice President/Insights at pioneering youth research firm TRU. While there, he helped more than 100 of the world`s leading brands (Axe, Coca-Cola, ESPN, Pepsi, MTV, Nike, Nintendo, and P&G, to name a few) connect more effectively with today`s teens and twenty-somethings. A veteran of more than 400 presentations, including a TED talk (“Millennials: Who They Are & Why We Hate Them”), Scott is known for his unique ability to translate data into actionable insights for brands and their agencies. Scott was recently quoted in USA Today, where he outlined his reasons for naming the next cohort “The Post Generation,” due to the amazing array of seismic cultural shifts that have occurred as they`re coming of age. Before joining TRU, Scott developed his interest in the youth market at online-music pioneer Tunes.com, where he led the creation of online music destination sites, including RollingStone.com, TheSource.com, and DownBeatJazz.com. After serving as Vice President/Content for most of his tenure, Scott devoted his final year to bolstering the bottom line, creating innovative integrated marketing programs for blue-chip brands like Ford, Wendy`s, and M&M Mars. Scott began his career at Andersen Consulting (now Accenture), shortly after securing a B.A. in English/Creative Writing from Miami University. He and his wife Eileen have two sons, and they live in Chicago`s Bucktown neighborhood.
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