TRG Announces New Head of Analytics and Insights

Written by TRG

Role is part of agency’s newly formed strategy collective

TRG announced the appointment of Theo Medeiros as head of analytics and insights. Medeiros has a vast array of experience in business analytics, data strategy, technology and artificial intelligence. Most recently, he served as director of analytics and technology for Dominion Harbor Group, and before that he was manager of analytics and strategy for the Metropolitan Museum of Art. He also founded the iAspire Fellowship Program to train youths in artificial intelligence. His new role reports to Chris Ferrel, chief strategy officer.

“After our first conversation, I knew we had not only found a brilliant data strategist in Theo, but found someone who would champion the next generation of creativity at TRG. He’s a coach, mentor and if-it-doesn’t-exist-I’ll-create-it leader,” said Ferrel. “The path to better audience insights requires better data, but data alone is not enough – leaders like Theo make the difference. He brings our clients world-class analytics expertise and a proven approach that blends science and art. We can’t wait to get started.”

Medeiros’s role will fall within the agency’s strategy collective, which brings together brand strategy, media strategy, digital strategy and data strategy. Medeiros will lead the group in turning data into actionable insights, improving how brands connect with people in a changing multicultural, global marketplace.

Immediately, he will begin developing a roadmap for growing the analytics and insights team of strategists, analysts and data managers. They will partner closely with creative teams, using data science to support creativity across TRG. New analytics products will focus on deeper audience insights, interest-based communities and elevated data strategies to help TRG clients earn their audiences’ attention in new ways.

“TRG fosters a culture of innovation, collaboration, inclusivity, boldness and customer-first that is dear to my heart and motivates me to do my best work,” said Medeiros. “I’m enthused to collaborate with the diverse and talented minds at TRG to continue to innovate, discover and deliver new products to our clients.”

Medeiros has a master of science degree from NYU’s Stern School of Business and a certificate in strategic management from Harvard University. He will complete an MBA in strategy and analytics at UNC Chapel Hill next year.

About the author


In 2021, The Richards Group advertising agency became TRG – a vibrant, nonprofit-owned, people-run creativity collective that believes: To earn people’s attention, we must pay attention to people. Current client partners include Charles Schwab, Ram Trucks, and Cayman Islands Department of Tourism. Learn more at and on Instagram @TRGCreativity.