MarketCast Hires CEO, CRO and CMO

US firm MarketCast has appointed Lana Busignani as Chief Executive, Paul Shortley as Chief Revenue Officer and Kerel Cooper as Chief Marketing Officer. The company says the new senior team's arrival coincides with it gearing up to launch a new ad testing platform called Total Effect.

Headquartered in LA, MarketCast offers a portfolio of advertising and brand research solutions, helping clients find the right audiences to target, optimize their ad creative, and build long-term loyalty. Solutions include the Brand Effect platform, used to understand the influence of ads on consumer affinity and consideration, purchase intent and lift, and originally a Nielsen product and acquired with Phoenix Marketing International in 2022.

The new Total Effect solution, due for launch next quarter and forming the core of a new product suite, will integrate cross-channel creative effectiveness research within media execution, helping brands and agencies better understand the elements driving their real-life performance. Features include predictive modelling of performance outcomes and direct linking of brand exposure to sales lift.

Busignani joins from NIQ where she has led the Global Media Division since February 2024, and brings decades of leadership experience across media, marketing effectiveness and advertising intelligence, also including time at Quotient Technology, Nielsen Media and Ipsos.

Since beginning his ad and marketing career with eight years at Havas, Shortley has worked for around a decade at Nielsen, latterly as SVP of Global Sales, Marketing Effectiveness; in CRO roles at Sensor Tower and Relo Metrics; and most recently for eighteen months as Head of Commercial, Global Media at MRI Simmons.

Cooper worked at Uupitermedia and Advance Digital for fourteen years before joining marketing platform LiveIntent in 2014 - he stayed for seven years and rose to the role of CMO, and since then has served as President of Advertising at Group Black, and for sixteen months as CMO of GumGum.

The company is online at www.marketcast.com .

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