Starting on 9 September, Lynas will be responsible for driving the organisation's research and planning programme, covering consumer behaviour and audience measurement, through to cross-media brand engagement. She will also oversee the IAB/PwC adspend study.
Alongside IAB research manager, Sorcha Proctor, Lynas will be working with IAB members - including portals, search engines and major publishers - to agree research partnerships for the industry, as well as chairing the IAB Research Council and working closely with IAB Europe.
Her remit will include research into emerging mobile markets and other ad hoc initiatives designed to further educate the industry about the efficacy of internet marketing.
Lynas' clients at PwC included Microsoft, Google and ITV, for whom she has carried out strategy and research projects into various aspects of online advertising, as well as working with online marketing services agencies including I-Level and Latitude.
Before joining PwC, Lynas was a strategic planner at Glue London, and a business development analyst at Emap Digital.
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