Chris Copeland (Twitter: @SearchBoss) is CEO of GroupM Search – The Americas, the search marketing specialist division within GroupM, the world’s largest media investment management organization responsible for more than 1/3 of the world’s media buying, and the media communications planning and buying arm of WPP. Chris drives global search strategy for the organization to foster the innovation and application of search as an integrated channel for GroupM’s communications planning agencies and agency clients. He is a frequent speaker in global forums discussing the future of search marketing and how the space is evolving.
Chris has played a critical role in developing the marketing and business path for search as an element of cross-channel media planning for market-leading brands. He led the first implementation of a search offering within a media communications company more than nine years ago, later overseeing the development of search marketing offerings across four media communications companies. Chris is also credited the development of Relevant Segmentation of Consumer Search, an advanced search marketing strategy that connects advertisers with consumers based on where they are in the purchase funnel. This strategy has not only directly impacted the business of advertising clients, but has received award recognition from the DMA, IAB, American Business Awards, Yahoo! and others for the application and success of campaign applying this strategy.
Prior to his role at GroupM Search, Chris helped lead Outrider, a GroupM Search agency, since its inception in 1995. He guided the company through 500% growth over a five-year span and expansion from one Midwest office to nine in North America and more than 40 globally. He is an active member on several boards including the 4A’s, Google, Yahoo! and MSN Advisory Boards. Additionally, Chris serves as a regular resource to industry and consumer press, and is a regular contributor MediaPost’s Search Insider, the DM News Essential Guide to Search Marketing, and the search industry blog, SearchFuel.
Under Chris’ leadership, GroupM Search and its brands have received more than 20 industry honors, including MediaPost’s 2008 Agency of the Year-Search, the 2008 Yahoo! Searchlight Award, two DMA ECHO Awards, and two 2007 IAB MIXX Awards.