Kantar appoints Mindshare chief to lead ROI analytics

p stugeonData and insights consultancy Kantar is beefing up its analytics practice with the appointment of Mindshare data science chief Paul Sturgeon to lead its brand and marketing return on investment offer.

Sturgeon has 20 years’ experience in marketing analysis and consultancy, having started his career in 1999 as a planner at Walker Media. Following spells at Brand Science and PwC, he joined MediaCom in 2011 to lead the UK business science team of analysts providing media and marketing related business insights.

Sturgeon switched to Mindshare in 2014 as head of marketing science for the UK, as well as head of modelling and advertising effectiveness for Western Europe.

In this role, he led the team of analysts, consultants and developers in the UK and helped to instil a culture that put data and analytics at the heart of the agency’s operation. He also oversaw the creation of client-specific measurement frameworks and sat on the steering committees for global Group M data and analytics R&D projects.

In his new role as ROI analytics consulting lead, Sturgeon will support global and UK-based projects and joins a well-established team, working on brand and marketing evaluation.

Kantar has invested heavily in both technology and expertise; its Athena intelligent modelling engine draws on metrics like media spend, brand equity, digital engagement, and creative impact data to provide a rounded view of marketing effectiveness.

Kantar UK & Ireland insights division chief executive Amy Cashman said: “Paul is a fantastic addition to our team as we see increasing appetite among our clients for intelligent and focused guidance around ROI. Marketing budgets have been under pressure for some time, with Covid-19 accelerating that trend.

“Now more than ever they 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. Success will require a level of insight which can help them to pinpoint where they need to focus and build effective, creative campaigns that generate sales now, and create long-lasting consumer demand.”

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