Former TNS Branding Specialist Joins TLE

Australian-based consumer and branding specialist The Leading Edge (TLE) has named Darren Kemp as Director of its Branding and Innovation team, while Syada Jahan and Todd Eldridge have joined the firm's Advanced Quantitative Research team.

Kemp takes over from Kate Parry who has relocated to London as part of the company's strategy to improve service and develop global client relationships. His specialisms include brand positioning, insight generation and training, brand architecture and communications development.

He joins with more than 18 years' brand planning and MR experience, gained in both client side and agency roles. He previously worked for TNS in Sydney as National Director – Consumer, and prior to this was at drinks giant, Diageo, as Group Global Brand Planning Director (www.mrweb.com/drno/news5632.htm ). Before this, Kemp worked at Lion Nathan, where he established the firm's first research department; and at CM Research in New Zealand, now part of TNS.

Mark Sundquist, Joint CEO commented: 'With Darren on board we can take another leap in the evolution and development of our processes around the commercialisation and profitable application of insights. This has also enabled us to deploy a high end expertise in the UK. With Kate's experience and skill-set we can ensure effective and consistent delivery, not only to our clients based in the UK and Europe but also to our Australasian clients who need to conduct UK or European studies.'

Jahan and Eldridge both join as senior quant specialists with experience in advanced statistical modelling, pricing, revenue/sales/volumetric forecasting, segmentation and market frameworks, and return on marketing investment.

The company has offices in Sydney, Melbourne and Singapore and is online at www.theleadingedge.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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