Ad Research Veteran Poole Joins Ipsos Australia

Former Kantar global creative head Daren Poole has joined Ipsos, in the new role of Creative Excellence Leader in Australia. He is based in Sydney and reports to country CEO Simon Wake.

Poole brings more than thirty years' experience of global advertising research expert, from roles in Europe, Asia and Australia. Most recently he was Associate Vice President of Campaign Measurement at decision support analytics business Morning Consult, following a decade as Global Head of Creative at Kantar. Before this he worked for twenty years in a variety of roles at Kantar-owned Millward Brown. He has served as an Effies Australia judge since the awards were introduced in 2009, and was part of the jury team for the 2021 Cannes Lions creative data category.

In his new role, Poole will lead the creative development and assessment business for Ipsos Australia, driving growth while helping clients to navigate a fragmented advertising ecosystem. Ipsos says that 'leaning into advances in AI and platform-based solutions to understand effectiveness and impact will be at the core of his role.'

'We're excited to have someone of Daren's calibre leading our Australian creative team,' says Wake. 'Brands have always faced challenges around maximising creative effectiveness, and that is only getting harder. Production and media budgets are still under scrutiny, audience fragmentation is accelerating, so there's pressure to ensure that every piece of content not only plays its intended role in a campaign but also maximises its ROI. Daren's appointment will ensure we continue to deliver world-leading solutions for our clients.'

Group home page: www.ipsos.com .