Ipsos Hires Audience Measurement Leader

Ipsos has announced the appointment of Tim Farmer to lead the deployment of its electronic TV and Radio audience measurement service MediaCell, within the newly formed Ipsos Connect division.

Farmer (pictured) joins from Nielsen where most recently he was joint operational leader for Europe with responsibility for TV and Consumer measurement panels. Prior to this he was MD of Nielsen's Irish media business. Before Nielsen, he worked for Ipsos in the UK on the RAJAR and NRS audience / readership currency contracts.

Ipsos Connect was formed in February by bringing together the global group's brand communication, advertising and media businesses, formerly Ipsos ASI and Ipsos MediaCT. Farmer reports to the division's Global CEO, Yannick Carriou.

Ipsos Chairman and CEO Didier Truchot says of the appointment: 'We are thrilled to welcome such a seasoned and respected executive like Tim to our business to take an active role in Ipsos' transformation, following our New Way plan. This is an opportune time as the industry needs freshness and disruption and I am sure Tim will help us drive audience measurement forward to expand our new services fostered by groundbreaking technologies such as MediaCell.'

Group home page: www.ipsos.com .