Kantar Hires for New UK ROI Head Role

Kantar has hired former Mindshare exec Paul Sturgeon for a newly created role, leading its Brand and Marketing ROI offer in the UK.

The ROI offer draws on the group's consumer data and its understanding of human behaviour, to enable clients to plan and measure the commercial impact of advertising and marketing campaigns. It also uses the group's Athena intelligent modelling engine to uncover metrics such as media spend, brand equity, digital engagement and creative impact, and provide a 'rounded view' of marketing effectiveness.

Sturgeon (pictured) joins after leading Mindshare UK's Data Science team, serving as Head of Marketing Science UK | Head of Modelling & Advertising Effectiveness, UK & Western Europe. In this role, he oversaw the creation and maintenance of client-specific measurement frameworks, and led and developed agency analytics, modelling and optimisation capabilities. Prior to this he was a Director at MediaCom, GroupM, providing leadership to the UK Business Science team of 35 analysts; and he held senior roles at PwC, leading and developing the UK firm's marketing analytics services, and in Omnicom's BrandScience practice.

In his new role, Sturgeon will support global and UK-based projects. Amy Cashman, CEO, Insights Division, UK & Ireland at Kantar, comments: 'Paul is a fantastic addition to our team as we see increasing appetite among our clients for intelligent and focused guidance around ROI. Now, more than ever, marketers need to make their investment go further, and be able to demonstrate to Boards how vitally important their activity is for driving sustained brand growth'.

Web site: www.kantar.com .

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