AMEC is happy to welcome new Associate Member Lexington Communications and looks forward to working closely with Vinay Chhana and their team. Let us hear more about Lexington Communications from Vinay, their Head of Data and Insights.

Let’s start with Vinay’s favourite motto: “Data without insights is meaningless, and insights without action are pointless,” of Tomas Chamorro-Premuzi, Chief Innovation Officer at Manpower Group.

Q: Pleased to meet you, Vinay. Can you tell us about your background and your current role at Lexington Communications?

Vinay: Hello from London! I’m a market researcher in agencies with over 12 years’ experience in communications research across insights teams in global advertising, communications and public affairs industries. I started as a media and social media research specialist and picked up market research and wider digital analysis techniques along the way. Key to my development has been learning from a range of datasets and approaches and applying them to the needs of Communications and Public Affairs teams in agencies.

In my current role, I am Head of Data and Insights at Lexington Communications and am responsible for our Audience, Landscape and Measurement insights we provide for our clients. This involves baking in our deep client expertise and experience into the hypotheses we test and briefs we then build for communications research, and also upskilling Consultants in research techniques to deliver the research. We are focused on the latter so that the approaches we build and insights we create are actionable and have our clients’ perspectives readily built-in.

Q: Lexington Communications joined AMEC recently as an Associate Member. Why did you decide to join AMEC and what are you most looking forward to?

Vinay: We feel that AMEC’s expertise as a network in building an evidence base for the sector will provide agencies such as Lexington extra material and impetus in addressing wider debates in the communications space. We’ve been providing measurement for our clients for a number of years and have formalised this in recent years in line with AMEC frameworks, so the next logical step was to work directly within the AMEC family to inform the cutting-edge of communications’ insights techniques.

I’m most looking forward to working with the great network of Insights and Evaluation professionals within the AMEC family and for Lexington to benefit from the wealth of expertise.

Q: Is ingenuity your gold recipe to deliver positive change and help brands shape the future of their business? What stands behind the journey to this change and how are your solutions outpacing others?

Vinay: At Lexington, we know that good relationships and acting as a partner to our clients is key to driving positive change in our clients’ businesses, so this is the bedrock to how we approach any discussions with our clients. This provides the platform for designing bespoke approaches for positive change in our clients’ businesses in line with our clients’ direction, and it’s here where we allow the space for ingenuity. Our solutions bring together a wide range of data sources, which are both externally sourced and sourced from within our clients’ businesses, and also bespoke data visualisation from in-house developers and designers.

Once we align with our clients and their stakeholders on the same language and approach for change, we then build a process so that the business can commit to collective roles and responsibilities and ensure feedback opportunities are built in across a range of stakeholders.

Q: How do you plan to use AMEC’s resources, like the Integrated Evaluation Framework, Measurement Maturity Mapper, or educational programs, to support your work and growth within the organization?

Vinay: We have been using the structure of AMEC’s IEF for some years here at Lexington and have built a custom measurement model that is bespoke to our clients’ public affairs and communications challenges. AMEC’s educational programmes will further support us in helping clients along the journey for telling the story of their Communications and Public Affairs activity to the wider business. We know that this is also key to upskilling client consultants and our clients at Lexington.

About Lexington Communications

Lexington was founded in 1998 by Mike Craven, a former chief media spokesperson for the Labour Party. It has around 100 staff and includes the likes of the Post Office, International Airlines Group, The Football Association, and Network Rail among its clients. It offers public affairs, communications, digital, insights and content creation services to its broad range of clients. Lexington has offices in London, Manchester, Leeds and Dubai, and has been part of the Kyu Collective, the New York-based agency network since 2022.

 www.lexcomm.co.uk

LN: linkedin.com/company/lexington-agency/

X: @Lexcommuk