Ipsos Hires Hadfield for Audience Measurement Role

In the US, Ipsos OTX MediaCT has appointed Lorraine Hadfield as President of its Audience Measurement practice. The role includes overseeing the management and direction of the Ipsos Mendelsohn affluent consumer measurement business.

The division was formed last year following Ipsos' acquisition of LA-based hi-tech entertainment research specialist OTX (Online Testing Exchange), and specialises in helping clients understand media and technology consumption, evaluate content, monitor the value of brands, and innovate.

The Mendelsohn affluent consumer measurement business was acquired as part of Ipsos' purchase of media research specialist Monroe Mendelsohn Research (MMR) in 2008. The Ipsos Mendelsohn business will continue to be headed up by Bob Shullman.

Hadfield joins after more than a decade at Nielsen, where she was involved in international audience measurement and overseeing the company's global research teams across a variety of media. In her most recent position, she ran Nielsen's radio measurement business in the US.

Originally from South Africa, Hadfield gained experience in the radio, advertising and food products sectors before moving to the US in 2002.

In her new role, she reports to Bruce Friend, President of Ipsos OTX MediaCT, who comments: 'Lorraine Hadfield is an accomplished and recognized leader in the field of audience measurement. Her track record in developing and managing audience measurement resources will no doubt be of benefit to our team, and the insights and expertise she offers will be of even greater benefit to our clients.'

Web site: www.ipsos-na.com .