Mediabrands' Marketing Sciences Australia division appoints head of direct response

Jayaweera joins from GroupM's Mediacom, where she was head of direct since 2008.

Her role at Mediabrands is to provide clients with bespoke direct response solutions that will improve the effectiveness of their media investments, said Chris Carr, the recently appointed managing director of Marketing Sciences Australia.

"Direct response analysis can provide accurate and actionable assessments across both offline and online media and understanding the relationship between the two is imperative when investing in media," said Carr. "Hiranthi's skills and experience in this area will be invaluable to clients and a major complement to the skills on the current team."