Science has always played a role in marketing—whether it be focus groups, surveys, or any other form of research. But the marriage between the two disciplines has grown increasingly closer over the years. So much, that it has formalized the role marketing science plays in advertising.

And PHD Canada has entrusted Matt Devlin, to handle this for their roster of clients.

Matt is their first Managing Director, Marketing Science, where he’s responsible for connecting media investments back to their results.

An Ottawa native, Matt left capital city to attend university in Toronto. But unlike most students who enter with a major, Matt used his first year to dabble in a variety of different classes before settling on a degree in Cinema Studies and Semiotics.

After graduation, Matt relocated to the United Kingdom, taking his first media role at Zenith Optimedia’s London office.

He moved back to Canada and continued with Zenith at their Toronto office.

He was let go by Zenith, but picked up by PHD where he continues today.

Matt Devlin stops by to chat about growing up in Ottawa, being the youngest of five siblings, the differences between Canadian and UK media life, and the increasing role marketing science plays in advertising.

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