Ipsos Moves Friend for OTX MediaCT Initiative

In the US, media and entertainment research veteran Bruce Friend has been named President of the newly formed Ipsos OTX MediaCT business unit.

The unit has been created following Ipsos' acquisition in January this year of LA-based hi-tech entertainment research specialist OTX (Online Testing Exchange), for a reported $71m.

The new division delivers research solutions to help clients better understand media and technology consumption, evaluate content, monitor the value of brands and provide guidance for innovation.

For the seven years prior to the acquisition, Friend was OTX President, Client Development. Prior to this, he was SVP of Research for the Columbia Tristar Worldwide Marketing Group (a division of Sony Pictures Entertainment), and he spent eight years in various senior research management positions at MTV Networks. Earlier in his career, he held senior research positions at The Disney Channel, Home Box Office, Telemundo Group, Saatchi & Saatchi and Y&R Advertising.

In his new role, Friend is responsible for all MediaCT (media, content and technology) related business activities in the United States. He will be based in New York City and Los Angeles, reporting to Jim Smith, Chairman and CEO Ipsos North America and to Richard Silman, CEO Ipsos Global MediaCT.

Friend's direct reports will include Brian Cruikshank, EVP of US Tech/Com and Bob Shullman, President of Ipsos Mendelsohn. The existing OTX Media and Entertainment Insights management teams that oversee the Worldwide Motion Picture and Digital Media Divisions will continue to report to Friend.

'Throughout his career, Bruce has been immersed in understanding how the evolution of technology has radically changed people's behavior and attitudes about media, distribution platforms and entertainment content over time,' states Smith. 'His background, OTX leadership role, and success in designing effective research that recognizes and meets today's challenges, will deliver tremendous value to our growing base of clients.'

Since the takeover, OTX founder Shelley Zalis has moved to the position of CEO of the Ipsos OTX Global Innovation Center.

Web site: www.ipsos-na.com/media .