Kantar Hires, Reopens Office to Boost Automotive Offer

Kantar has appointed Mary Pat Simpson as Vice President, Growth and Strategy, Automotive, and is relaunching its office in Detroit, the center of the US automotive industry.

Kantar says the industry is facing a 'pivotal moment', with brands navigating unprecedented disruption and in need of 'clearer signals, stronger brand differentiation, and evidence based confidence to grow.' The group's own research has identified differentiation as a particular challenge, with motor manufacturers rapidly copying their competitors' moves to secure advantage - in areas such as range, safety features and tech).

Simpson (pictured) joins from General Motors, where she led Cross-Tier for the Digital Dealer Solutions team, creating new ways to interact with consumers via national, retail and dealer marketing initiatives. Earlier she worked in senior roles at major ad agencies and platforms, gaining in-depth knowledge of the marketing ecosystem within automotive. Based in Detroit, she is also an active member of Adcraft Detroit and the Detroit Advertising Association.

In her new role, she will work closely with automotive manufacturers and mobility brands to translate Kantar's brand intelligence into decisive growth strategies. Lindsey Dickman, EVP, Finance, Health & Auto Industry Partner at Kantar NA comments: 'Mary Pat brings a rare combination of category fluency and customer expertise. Paired with Kantar's brand intelligence, her leadership strengthens our ability to help automotive marketers focus on what matters most and invest with confidence.'

Web site: www.kantar.com .